Rediffusion DY&R, Bangalore, bags ETA Star construction business

ETA Star, the construction division of the Dubai-based ETA-Ascon Group, has roped in Rediffusion DY&R, Bangalore, to handle its creative and media duties. The multi-agency pitch was held in June, and JWT, Lowe, Triton Communications and the Mumbai-based Jaya Advertising all participated in it.

ETA Star is launching its first project in India, starting with Bangalore. The media spend on this project is estimated to be around Rs 4 crore.

Says Ashraf Buhari, director, ETA-Ascon Group, “Being new to the Indian market, we wanted to associate our company with an agency that combined stature with energy. Rediffusion DY&R’s understanding of the market and consumer and the excellent creative solutions that they presented are what made us decide in its favour.”

Ramesh Srivats, vice-president, Rediffusion DY&R, South, comments on the win: “Real estate is a booming industry in Bangalore and we look forward to being associated with ETA Star in changing the skyline of our city.”

The communication mix will use press and outdoor predominantly, though the use of radio is under consideration. Rediffusion DY&R will handle residential properties for the group.

ETA Star is the property development arm of the more than US$ 5 billion ETA-Ascon Group. The ETA-Ascon Group was established in 1973 as a joint venture with the Al Ghurair Group of the UAE. The group is headquartered in Dubai. Its network encompasses 23 branch and associate offices all over the globe.

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