Top Story


Home >> Account Movement >> Article

Chennai-based Prince Foundations consolidates media & creative duties with Fifth Estate

Font Size   16
Chennai-based Prince Foundations consolidates media & creative duties with Fifth Estate

Close on the heels of bagging the Nippo Batteries and Kirtilal Kalidas Jewellers accounts, Chennai-based Fifth Estate Communications has bagged the creative and media mandates for Prince Foundations, a Chennai-based real estate company.

Confirming the development to exchange4media, Devesh Bhuva, General Manager - Marketing, Prince Foundations, said, “Fifth Estate has been our media releasing agency for almost two years now. But the creatives were not done by them. We were looking for an umbrella company where everything comes under one roof and Fifth Estate perfectly fitted the bill.”

There was no formal pitch involved, Bhuva said, however, adding that he did speak to a few agencies, negotiating with them and trying to understand their company profile and their work, and finally zeroed in on Fifth Estate.

Reacting to the win, Ganesh Baliga, Managing Director, Fifth Estate Communications, said, “Prince has been quietly doing their own projects. Now they are coming up with more prestigious projects on very important locations and they wanted to tie up with an agency for media, creative and strategy.”

“A lot of companies need external help when they grow big. In Fifth Estate they found everything under the same roof – strategy, creative and media, and I feel it’s a healthy association,” he added.

When asked about the ad spend, Baliga said, “As far as the builder is concerned, it is very difficult to quantify the spend. Prince Foundations has a huge land bank with them and they have to build a good brand name along with promoting their projects. We need to up their image so that all their future projects do well. They have been a quiet, performing, and good company without being in the limelight too much.”

Incorporated in early 2004, Prince Foundations has successfully completed four projects spanning more than 1.5 million sq ft of IT Parks and residential enclaves.


NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve