Real estate developer, Sushil Ansal Group, has embarked on a massive print, outdoor and electronic communication campaign to mark its redefined identity as Ansal API. The new brand promotion campaign, estimated to be in the range of Rs 2 crore, has been designed to propagate amalgamation of Pranav Ansal headed Ansal Township and Project Ltd into Sushil Ansal headed Ansal Properties and Infrastructure Ltd, creating the new and vibrant Sushil Ansal Group.
The Sushil Ansal Group has hired the services of Delhi based creative consultant, BEI Confluence to create the new identity, which involves a new red and black colour logo.
According to Kunal Banerjee, Vice-President, Marketing and Corporate Communications, Ansal API, “The company’s new logo with the punch line, ‘Building Lifestyles since 1967’, symbolises the new spirit and professionalism marked by growing corporatisation and global face of the organisation that had been undertaking overseas projects long back. The legend Ansal encased in red symbolises regality, dynamism and purity, while its old style reflects group’s continuity with its old and rich heritage. The black colour has been used to reflect the new found vibrancy and renaissance following the creation of a new vibrant amalgamated real estate company.”
Banerjee told exchange4media that mega communication blitz had been kicked off with print and outdoor campaigns. “The outdoor campaign is being carried through bus shelters, public utility services and hoardings. The hoardings are being put atop nearly 50 Ansal project buildings as well. Initially, we are targeting Delhi, Punjab, Haryana and Rajasthan in the first phase, and later we will cover metros like Mumbai, Kolkata and Chennai.
Banerjee further said that the print campaign had been targeted at leading newspapers and business magazines. Currently, the company is preparing to unleash its electronic campaign through television commercials on news channels like NDTV, Zee News and CNBC by the end of this month.
BEI Confluence bags Sushil Ansal Group’s corporate account