Disha Communications, Chennai has won the creative and media duties of FAIRPRO 2012, the annual real estate expo of the Tamil Nadu Chapter of Confederation of Real Estate Developers’ Associations of India (CREDAI). The win comes on the back of a multi-agency pitch initiated in December 2011. About 5-6 agencies had participated in the pitch, including Cedilla Communications, Layam Advertising, and Fifth Estate Communications. The creative duties of FAIRPRO 2011 were handled by Layam, while Cedilla had handled the media duties.
The FAIRPRO 2012 exhibition will be held at the Chennai Trade Centre from February 17-19.
A high-decibel campaign will get underway from February 11 across print, digital, outdoor, and radio and will run for a period of two weeks. The media spends for the two-week campaign period is estimated at around Rs 1.5 crore.
On being awarded the mandate for the event, Devarajan Duraibabu, Vice President-South, Disha Communications, said, “Our understanding of the client’s need and the way we went about crafting the campaign thought seems to have worked in our favour. We always do ample research before we make our creative/ media recommendations, whether it is a new brand launch or, for that matter, an event. This approach has helped us win the confidence of the core committee of FAIRPRO 2012. The objective of the campaign is to maximise eyeballs and drive footfalls for the three-day event.”
FAIRPRO is CREDAI’s annual property exhibition. In its fifth year, FAIRPRO 2012 aims to encourage transparency and fair practices, making the process of buying homes simple, fast and easy. FAIRPRO 2012 will showcase 250+ pre-approved properties, ranging from Rs 15 lakh to Rs 10 crore, from Chennai’s top 66 builders.
CREDAI is the apex body for private real estate developers in India. CREDAI represents over 6,000 developers through 18 member associations across the country. CREDAI links private real estate developers to the government and customers through numerous initiatives and activities.