Mahindra Holidays and Resorts India Ltd’s Club Mahindra is in the process of launching a new product for its customers. The company had called agencies to present creative ideas to take care of the responsibility. And the decision has come in the favour of Ambience. The other agencies in the fray were Triton, Lemon Communications and Interface.
Since the account is a new one, the size of the business cannot be ascertained presently. The Club Mahindra spends in the region of Rs 8 crore. For the record, the responsibilities of Club Mahindra continue to be with Interface Communications. The new product begins with a Mumbai-centric launch and is planned for an August release. The marketing blitzkrieg begins a month prior to this.
The agency is jubilant with the win. Partha Sinha, EVP and National Planning Director, Ambience Publicis says, “They are a respected name in the hospitality industry and we are very delighted to have won these responsibilities. What is more important is that we would be working with them right from the inception of the product and hence will be able to forge a more meaningful partnership.”
He says the aim would be to try and infuse a newer look to the holiday and vacationing product per se. “There are a whole lot of interesting things that can be done here and are looking forward to it,” adds Sinha.
Mahindra Holidays and Resorts India Ltd is a part of the Rs. 6,000-crore Mahindra Group. In the financial year 2003-04, the company saw its member base grow by over 25 per cent. Club Mahindra Varca Beach Resort, Goa and Lakeview Resort, Munnar have won an RCI Gold Crown Award every year since its inception.