Dentsu Marcom bags Lavasa, HCC’s project

Branding and design consultancy Landor Associates has designed the look and feel of the brand and the brand ideology; Dentsu will be responsible for converting Landor’s work into communication

Dentsu Marcom has bagged the creative duties for Lavasa, the hill town project by Hindustan Construction Company (HCC). This is following a corporate re-alignment, wherein all the advertising for HCC is being handled by the agency for more than a year now.

Landor Associates, the branding and design consultancy, has designed the look and feel of the brand and the brand ideology and, in short, set in place a brand architecture.

Dentsu will be responsible for converting Landor’s work into communication. The brand is looking at strong communication in the print media and will also explore the Internet. The project spans a large period of time, and the company is not ruling out the possibility of using mass media in the future.

“Lavasa is being developed in stages and has the long-term vision and potential to attract national and international attention. Dentsu’s impressive credentials and creative experience in varied sectors prompted HCC to select it to craft the creative and communication strategies for Lavasa,” says Anuradha Paraskar, marketing head, Lavasa.

Commenting on the acquisition of the account, Ashish Dabral, vice-president, Dentsu Marcom, says, “Lavasa is a once-in-a-lifetime project and all of us at Dentsu Marcom are delighted to be part of this great vision, which will result in the creation of a major landmark of our times.”

Dentsu has been responsible for the media duties of the group since it bagged the account one and a half years ago; now, it will also look after the media duties for Lavasa.

Lavasa is spread across 12,500 acres of land, and will cater to multiple socioeconomic classes. This is a private sector initiative by HCC and will offer modern infrastructure and amenities to its residents.