Sushil Ansal Group, which recently changed its logo to Ansal API, has appointed BEI Confluence, Delhi to handle its corporate account. The size of the account is pegged in the region of Rs 20 crore per annum for the entire group, informed Kunal Banerji, VP, Marketing and Corporate Communications, Ansal API.
Banerji, however, refused to divulge the names of the agencies that has taken part in the pitch process. All he would say was, “There were total three agencies (including BEI Confluence) of national and international repute, which had made their presentations.”
Explaining the reason for assigning the mandate to BEI Confluence, Banerji, said, “We found the corporate logo presented by BEI Confluence most apt in accordance with our philosophy and vision.”
Commenting on the win, Tapas Gupta, Managing Director, BEI Confluence, said, “Ansal is a prestigious win for us. We will be handling the corporate and brand building exercise for brand Ansal API. It will be a long term brand building exercise for us.”
Ansal API has initiated a 360-degree approach for the marketing activities. While print advertisements are already visible, television will follow shortly. The Group has also embarked activities on the strategic outdoor medium.
Elucidating the strategy that helped BEI Confluence in bagging the account, Gupta said, “We pitched for the business, and based on our understanding of the business, our strategic insights and our creative work, we ended up winning the account.”
One of the pioneers in real estate development, the new logo incorporated by the Sushil Ansal Group represents all the Group companies under the Ansal API banner and is one of the first steps towards resurgence, excellence and modernity.