TBWA/India wins creative duties for Hygrevar account worth Rs 7-8 crore

The account will be handled by the agency's Chennai branch

Hygrevar Home and Hearth, a leading real estate company in South India, has appointed TBWA/India as its communications partner. The agency's Chennai branch will handle the account.

TBWA/India wins creative duties for Hygrevar account worth Rs 7-8 crore

There was no formal pitch process for the account; the agency proactively approached the brand authorities and made the presentation. While the names of the incumbent agencies could not be ascertained at the time of filing this report, Arindam Sengupta, vice-president and branch head, TBWA/Chennai, informs, "Prior to this development, Hygrevar was working with a few local (Chennai based) creative agencies."

Apparently, this development is the result of the brand's need to consolidate its communication strategy. Since the creative duties were scattered amongst several local agencies, the way the brand was portrayed to people differed from project to project and this appointment seems to be an effort on Hygrevar's part to bring in consistency in the way the brand is projected.

Sengupta adds that there are few categories as steeped in communication conventions as the real estate category and being able to disrupt them is a challenge that his team is looking forward to.

The communication mix will comprise print, outdoor and BTL (below-the-line) activities. While this will be a national level advertising plan, communication activity will be concentrated in South India.

Commenting on the development, TS Sivakumar, managing director, Hygrevar Home and Hearth, says, "We were looking for an agency that would provide effective communication solutions to further strengthen the equity for Hygrevar and in TBWA/India we saw a perfect fit."

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