Equus Red Cell has won the creative duties of online real estate business portal makaan.com following a multi-agency pitch. The incumbent agency was Redifussion DY&R. The total marketing spend of the People Group – the promoter of Makaan.com – is Rs 6-8 crore, of which a part would be assigned for the creative duties. The Group, which is into consumer Internet and mobile value-added services, owns and operates shaadi.com, as well as operates Mauj.com, Astrolife.com and fropper.com.
Speaking on the development, Rakesh Ramchandani, Group Account Director, Equus Red Cell, said, “Makaan.com is a significant win, firstly because it comes from the People group stable. The Group is instrumental in changing the face of online interaction through social networking portal such as fropper.com, as well as the hugely successful matrimonial portal, shaadi.com.”
“Secondly, we believe that with a buoyant economy and climbing disposables, property purchases have increased considerably. With the penetration of the Internet into tier I and II towns, along with mobile phone and other applications, a new convergence culture has set into consumer habits. We wish to ride on this convergence culture through makaan.com. The website wishes to inculcate both transparency and a heightened choice into this space. It aspires to be a one-stop shop for both the broker and the end buyer. Furthermore, it wishes to inculcate customer delight into a category that is hitherto bereft of it,” added Ramchandani.
Puneet Goel, Brand Manager, People Group, said, “The total spend would be around Rs 6-8 crore, which also includes the marketing plans of the Group. Of this, a part has been assigned for the creative duties. Equus comes with an excellent creative team and is very compatible for our kind of business. Equus is a right sized agency with the right people, for our size of business.”
The creatives on this business will be in the marketplace shortly. The aim is to create a 360-degree approach with emphasis on television commercial, print, outdoor campaign and other kinds of ATL and BTL activities, said Goel.