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The brief given to the agencies was to create and strategise the brand architecture for Wave Infratech, including defining and developing an identity for the brand.
Residential and commercial developer Wave Infratech has roped in Saatchi & Saatchi to handle its creative duties. The development is the result of a multi-agency pitch that was initiated last month. The incumbent agency on the account was Percept/H. The media spend for the account is estimated at Rs 17-20 crore.
The brief given to the agencies was to create and strategise the brand architecture for Wave Infratech, including defining and developing an identity for the brand, defining the statement of purpose (SOP) for marketing, and providing marketing strategy support for all Wave Infratech projects.
The group intends to start some aggressive brand building and brand positioning exercises through various above the line (ATL) communications, including print and electronic media.
Speaking to afaqs! about the win, Kamal Basu, chief executive officer, Saatchi & Saatchi India, says, "Our understanding of the brand's vision and plans for the future helped us to bag the account. Wave Infratech is arguably one of the few players in real-estate which have the wherewithal to be counted among the topmost in the business."
Jaibeer Ahmad, vice-president, Saatchi & Saatchi Delhi, says, "The passion and energy that Saatchi & Saatchi brought to the table won the confidence of the client. We are very excited with this win and the endeavour will be to make a Lovemark soon."
For the record, with initial investments of more than Rs 4,500 crore in commercial, residential and retail real-estate, Wave Infratech plans to cast its footprint across various cities such as Kanpur, Agra, Jaipur, Meerut, Bareilly, Jammu, and Amritsar, with the focus on safe, customer-friendly and environment-friendly projects.