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DSC Ltd assigns creative duties to Lowe Delhi, Karishma Initiative bags media mandate

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DSC Ltd assigns creative duties to Lowe Delhi, Karishma Initiative bags media mandate

DSC Ltd, one of India’s leading infrastructure companies, has appointed Lowe Lintas for its creative duties following a multi-agency pitch. Lowe Lintas will manage DSC’s brand communication.

Meanwhile, in early December 2010, following a rigorous evaluation process, DSC chose Lintas India’s Karishma Initiative as its media AOR for its brand building initiative across traditional media, digital and OOH. Both the pitches took place separately and for the media pitch, DSC touched base only with its incumbent on the business – Mediacom and Karishma Initiative. Karishma Initiative won the business on the strength of their past work.

The account size is estimated to be about Rs 20 crore.

Reacting to the win, Naveen Gaur, Executive Director, Lowe Lintas, said, “We are delighted to partner with DSC Ltd. The Lowe Planning tools and our philosophy of high value ideas led to us to develop a holistic solution for DSC Ltd. While this is a challenging category, there is a massive opportunity for brand building. We are all geared up to do some exciting work with them.”

Speaking about the development, Bashob Dey, Senior Vice President, Corporate Communication, DSC Ltd, said, “We are pleased to have Lowe and Lintas India’s Karishma Initiative as our creative and media partners, because they understood our strategic requirements very well.” He further said, “We believe that the agencies will bring in their best resources to manage our business needs. We look forward to a long term association with them.”

Amita Karwal, EVP, Karishma Initiative, said, “It is a significant win for Karishma Initiative Delhi operations and obviously we are delighted to be associated with a leading infrastructure company like DSC Ltd.” DSC was a serious infrastructure player and they were looking towards extensive brand building in 2011, she added. The company has done quite a few prestigious projects and have the NH8 expressway under its wing, however, the company is not that well known yet. DSC is looking to creating a big splash in 2011.

DSC Ltd is one of the fastest growing infrastructure companies in India with presence in Roads & Expressways, Railways, Urban Infrastructure, Power and Real Estate.



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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.