Dentsu Communications, Bangalore has won the creative and media duties of Nitesh Estates, the real estate arm of the Nitesh Group. Nitesh Estates is in the business of developing prime land areas across the city of Bangalore. In a span of five years, the company has projects worth Rs 350 crore to its credit. The Nitesh Estates account moves from Grey Worldwide and is estimated in the region of Rs 8-9 crore.
Commenting on the shift in agency, Munira Mitra, GM, Corporate Communications, Nitesh Estates, said, “The year ended with a bang at Nitesh Estates with three major events happening one after the other. First the FDI from New York based Saichen Capital, then ITC’s prestigious housing project, and finally the signing of Australian cricketer Shane Warne as brand ambassador for the 500 apartment gated township – Nitesh Forest Hills. It is, therefore, but natural for us to sign up with a partner advertising agency who would offer integrated marketing solutions to take our brand forward.”
Ruchira Raina, Executive Director, Dentsu Communications, added, “Nitesh is an interesting account to work on. Real estate advertising can easily become non-differentiated. For Nitesh, the challenge is to build a reputation for long-term goodness and quality.”
The changing attitudes in the customer, easy loan options, and boom in the IT, BPO, telecom sectors have made Bangalore one of the fastest growing cities in Asia and one of the most sought after cities in India. Until now, the focus was on premium high end apartments and commercial properties, but with the changing scenarios, the company is now also targeting the mass residential market, giving the middle-class consumer a taste of world-class living.
Dentsu Communications, Bangalore handles advertising for Toyota. It also looks after communication for Raymonds’ new kidswear project, Biocon, Blaupunkt, Nissin Foods, Innovative Multiplex and Innovative Film City. The agency’s Delhi office handles Yamaha, I-mate, and Radico Khaitan, among others.