Oxygen Communications has bagged the creative duties for real estate group ERA. There was no formal pitch for the business; a presentation was made by the agency towards the end of last year. There are new projects from the ERA stable that will soon be advertised nationally. The size of the business is close to Rs 12 crore. Communication duties for ERA Group were, till now, handled by Fortune, a JWT sibling.
Commenting on the development, Tarun Das, CEO, Oxygen Communications, said, "Oxygen has had a long-standing relationship with the real estate industry. This, combined with our experience in the retail and lifestyle space, made us an ideal partner to launch the new ERA projects in the residential and retail segments. We will launch two or more townships in the north and a whole new image for the ERA group."
Das added that the campaign would be a 360-degree exercise across print, TVC, outdoor, etc. The TV campaign will hit in two months’ time. The print campaign will hit in ten days. The outdoor campaign has already hit Delhi a week ago.
H S Bharana, Chairman, ERA Group, observed, "Oxygen brought value to the table with their experience and knowledge. Their presentation has clearly proved that they have been able to understand our exact requirements for the launch of two brands in the market as well as our corporate necessities, despite time constraints."
Oxygen is a specialist, creative-driven agency that has been oxygenating several categories for the last five years ranging from real estate to electrical solutions to liquor. Some of the brands that Oxygen works with are Havell’s, Absolut, CII, 24LM, FNS, WHO, Lakhani, Roko Cancer, Times Of India and Reed.
The ERA Group is a 20-year-old house comprising ERA Constructions (India) Ltd., ERA Infrastructures (India) Ltd., ERA Metal Building Systems Ltd. and ERA E-zone (India) Ltd. It has been involved in project construction ranging from townships to towers, power plants and airports to apartments and cineplexes and IT parks.