Sepia Advertising Pvt Ltd has bagged the creative and media duties for Baderwals Projects Ltd, which is part of the Baderwal Group. The account size is pegged at Rs 22 crore. Earlier, the creative and media duties of Baderwals were split between Latitude 23 and Carat Media Services, respectively.
Amitabh Battacharya, President-Marketing & Corporate Affairs, Baderwal Projects, said, “We are now focusing on the Baderwal brand and will be going for an entirely new positioning. We needed a partner who can share our vision and work in a synergetic manner to create brand equity.”
Commenting on the win, Rajesh Goyal, Managing Director, Sepia, said, “The Baderwal Group relied on our previous experiences and our ideas for the new positioning of the Group.”
He added, “The real estate sector has been very dynamic during the past few years, and now it is in a correction mode. This is an ideal time for a company like Baderwals to establish a positive imagery and brand saliency in order to form an affable long term relationship with the customers. Baderwals’ corporate makeover will be the first challenge for Sepia, followed by promotion of its various projects.”
The Baderwal Group had forayed into the realty domain in strategic partnerships with other leading developers. However, the focus now is on independent development and establishing a strong brand identity for which the company has mega plans.
Apart from residential and commercial developments in metros and upcoming B-class towns, Baderwal plans to come up with a chain of malls and multiplexes, and specialty real estate, including luxury resorts, hotels, IT parks and SEZ. Also on the anvil is infrastructural development like modernisation of airports, roads and highways, etc. The Baderwal Group has also forayed into the aviation sector.