Lavasa Corporation has upped the ante and earmarked an advertising budget upwards of Rs 40 crore. Mudra has been roped in as the creative agency, while Mudra MAX is handling the media duties. Being developed by Hindustan Construction Company in Pune district, Lavasa is touted as India’s first hill city.
Speaking to exchange4media, Anuradha Paraskar, Senior VP, Marketing, Lavasa Corporation, said, “Our advertising budget for Lavasa Corporation is upwards of Rs 40 crore. We will be focussing on print and BTL campaigns, as well as OOH, radio, digital portals, mobile spaces, events and TV branded properties. We will create a series of episodes on cities development.”
She further said, “In November 2009, we had undertaken the Lavasa Future Cities campaign, a four-month initiative aimed at developing future cities in India. The campaign had emphasised on key elements such as city management infrastructure, environment and inclusiveness. We will be doing a second burst of the campaign in June-end.”
Talking about future plans, Paraskar said, “We are targeting SEC A people and in future, we are going to target SEC B and C as well. We will be focussing on B2B marketing. However, we will keep away from real estate conventional marketing and focus on urban real estate marketing. We are building a concept of future cities. We had launched the Lavasa Group in 2004 and since then, we had our specific market in mind.”