Following a multi-agency pitch, Chennai-based realty major Akshaya Homes has appointed 1pointsize as its creative partner. The account size is pegged at Rs 8 crore. O&M, Grey Worldwide and Orchard Advertising were the other agencies that took part in the pitch. Orchard was the incumbent agency. Starcom, which was appointed as a media agency a year back, will continue to handle the media planning and buying.
Confirming the news, T Chitty Babu, Chairman and CEO, Akshaya Homes, said, “Akshaya has always been a trendsetter in real estate advertising in Chennai. We were looking for a creative partner with the firepower to take our brand to the next level. And 1pointsize fit this requirement to a T as they have the width and depth of experience in delivering clutter breaking creative solutions in the lifestyle and realty category.”
Charles, DGM (Marketing), Akshaya Homes, added here, “We are all set for a slew of launches. And the coming year is a critical one for us as we are looking to extend our footprint beyond Tamil Nadu. Our mandate to 1pointsize is to make Akshaya the buzziest brand in our category.”
Reacting to the win, Sharad Haksar, CEO, 1pointsize, said, “We normally don’t believe in pitching. But for a few brands we do make an exception. Akshaya is one such brand. We are quite happy to have won the account. Our focus will now be on shaking up the market and creating an aura of likeability around Akshaya.”