Saatchi & Saatchi has been assigned the creative duties for Leela Palaces & Resorts. Zenith Optimedia will be handling the media duties. The incumbent agencies are O&M for creatives and GroupM’s MindShare for media. The size of the business has been pegged at Rs 6 crore.
Saatchi & Saatchi bagged the creative duties following a multi-agency pitch. The other two agencies vying for the business in the final round were Madison and Mudra.
Kamal Basu, Executive Vice-president, Saatchi & Saatchi, Mumbai, said, “The reason I feel we won this pitch was that we have dealt with international travellers in the past and we understand the traveller segment very well. Our main role is to position the Leela Group of hotels as a premium brand in India.”
He further said, “We would be doing print ads, which will appear in the main dailies. We would also be doing outdoor advertisements at all the prime locations in Mumbai.”