Mudra Mumbai has bagged the creative duties of Akruti City Ltd, a real estate brand, following a multi-agency pitch, which was called a couple of months back. Though the other agencies in fray could not be ascertained at the time of filing this report, an official from the agency informed that the campaign was expected to roll out within 60 days. The campaign targets both commercial and residential clients. The media plan would be chalked out soon and would be handled by the client in-house.
Commenting on the account win, Sanjay Panday, Vice-President, Mudra, said, “Akruti is one of the fastest growing real estate brands in the country. The category itself is very crowded with a host of developers active in media. The challenge, therefore, is to create a unique brand asset that is sustainable and commands a premium in the long-term.”
Further commenting on the brief provided by the client, Panday said, “Akruti Nirman Ltd (as it was formally known), started life as a Mumbai-based developer. However, over the last few years, the company has grown and expanded its scope of activities across various customer segments like SEZs, BioTech Parks, IT Parks, commercial and residential projects, Robotic Parking Systems, etc. The company had rebranded itself as Akruti City in mid-2007, and thus, the brief to us was to communicate the brand ‘Akruti City’, and what it stood for in modern India.”
Mudra Mumbai also manages the strategic and creative duties for brands like Reliance ADAG, LIC, Godrej, Union Bank of India, Future Group, MTDC, HPCL, Air India, and SBI, among others.