By Design adds K. Raheja Corp, Center One Mall in client roster

By Design India - a Mumbai-based creative agency, which specialises in branding and marketing solutions - believes in going about its business without the usual fanfare that characterises a conventional, full-service agency.

The creative shop has been consolidating its portfolio of accounts over the last few months, but typically, shied away from commenting about the new business gains until now.

"We have added K. Raheja Corp, which is a leading real estate developer, Center One Mall from the Benzer Group, Eurotech Office Furniture Systems and Z-Security from Zicom Electronic Security Solutions," says Rahul Gupta, managing director, By Design India.

The agency's regular clients are Binani Cement, Lokhandwala Constructions, Taj Land's End (five-star hotel in Mumbai), Birla Lifestyle and Endurance Fitness Club.

What's interesting about the new business gains is that some of it has moved from renowned agencies such as Contract (K Raheja Corp) and Metaphor (Eurotech). Center One Mall and Zicom, on the other hand, have moved from ad agencies - Focus and Create, respectively.

Gupta attributes these wins to the agency's "holistic approach and creative response" to the clients' marketing/communication needs. "We always try to go beyond the brief," he says, "which could translate into above the line as well as below the line-related activities."

Hence, not only does the agency do conventional advertising campaigns, it also gets involved in point of sale or purchase-related communication, new media and promotional activities, direct marketing etc. Providing branding solutions is a key highlight of the agency. In fact, it has executed brand identity programmes for a number of clients.

One such brand identity programme - created for the fine-dining Indian restaurant Masala Bay at the Taj Land's End, Mumbai - got the agency an award from the International Tourism Council this year.

Gupta says that clients more often than not are "pleasantly surprised" with its proactive attitude, and look forward to the additional tidbits of information. "They value these inputs, which are critical to their brands," he adds.

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