Delhi-based real estate major DLF has awarded its creative mandate to three agencies – FCB-Ulka, Capital Advertising and Lintas Personal. All the new agencies would be handling the IPO work of DLF. PerceptH, which has been handling the creative duties of DLF for a long time, will handle all creative films, print ads, etc. Media duties will be handled by Percept Media. Senior sources have confirmed the news. The size of the business is in the region of Rs 40 crore for this year and post-IPO is likely to increase.
The company had given the agencies a brief to reposition DLF as a national brand and as a real estate company with innovative excellence and size.
Sources added that the advertising on DLF would be a 360-degree one involving print, TVC, outdoors, etc. However, not much action can be expected before the IPO hits the market.
As reported by exchange4media in November 2006, DLF had called for a creative pitch in which several creative agencies had taken part.
DLF had recently filed a draft red herring prospectus with the Securities and Exchange Board of India for an initial public offer of Rs 13,500 crore. This is the country’s largest IPO till date. Sources close to the development said that the Emaar MGF IPO was expected to hit the markets in the second half of 2007.
DLF calls for creative pitch, account size estimated to be in the region of Rs 40 cr