Following a multi-agency pitch, real estate and property development company Kalpataru Group has zeroed in on Mudra Group to handle its creative business. Pickle Advertising was the incumbent agency on the business. The average annual ad spend for the business is pegged at Rs 8-10 crore. The account will be serviced out of Mumbai.
When contacted, the client declined to comment on the development. However, a highly placed source close to the development has confirmed the win.
It may be recalled that in September 2008, Pickle Advertising had bagged the creative business of Kalpataru. The then incumbent agency, The Republic, had handled Kalpataru’s creative duties for more than five years. The creative duties were reviewed because the brand wanted to move on, according to company officials.
Founded in 1969, the Kalpataru Group has interests in areas such as real estate, property development, property management and power transmission towers.
During the time when Pickle Advertising had handled the creative business, the media mix for the account was based on a strategic combination of print and outdoor campaigns, supported by below-the-line and other promotional activities. There was heavy print activity, including brochures and pamphlets, along with presence in newspapers and magazines.