Ushak Kaal bags ad duties for Parsvnath’s Metro Mall Project

Ushak Kaal, Delhi, has bagged the advertising duties for Parsvnath Developers’ Metro Mall Project and the company’s Muradabad Project.

The Metro Mall Project is a project to set up malls at all the Delhi Metro stations. The malls will house all the big brands and cater to up-market consumers. The malls are expected to attract a huge amount of business, as a large number of people will be using the Metro service for their daily commutes.

Ushak Kaal has also bagged the business for Parsvnath’s Muradabad Project, a residential complex.

According to industry sources, the size of the Parsvnath business is estimated to be more than Rs 15 crore. Although the Metro Mall Project is localised, the company plans to send out advertising communication at the national level in the hope of reaching different companies and brand owners.

As a source says, “The need to cater to the business community and the trade is more than reaching out to consumers.” This is why the Delhi Metro Rail Corp. (DMRC) Ltd is believed to have allocated such a high budget for the advertising duties.

The other agencies handling Parsvnath’s different projects at the moment are Devhar Comunications, Hit Ads, Relio Quick and Ad Factors. Ad Factors is also handling the advertising duties for the company’s soon to be launched IPO.

The pitch for the Metro Mall Project, which is a part of Parsvnath Developers Ltd, happened in the last week of April 2006. Four or five agencies participated in the pitch, but their names could not be ascertained. No agency was handling the advertising duties for the Metro Mall Project before this.

Raj Hiremath, chief operating officer, Ushak Kaal, Delhi, says, “The Metro Mall Project is the first of its kind in the country. Our presentation was centred on the project as far as malls are concerned. And this is what probably impressed the client.”

Besides, Ushak Kaal has also won the businesses of Sugandh Tea and Tata Motors’ channel partner. The cumulative size of these two businesses is estimated to be Rs 5 crore.

The media mix for all three businesses will consist mainly of promotional events, print and outdoor advertising.

© 2006 agencyfaqs!