Triveni Group is reviewing its communication duties and has called for a pitch for creative, media, BTL and PR agency. Gaurav Garg, the Group’s Corporate Communications Head, has confirmed the development and put the communications budget at around Rs 10 crore.
He, however, refused to divulge details on the agencies participating in the pitch as the presentations were still going on. Currently, the creative duties are being handled by Sepia, while media buying is being done in-house. A decision on this is likely to happen in a fortnight’s time.
When asked why Triveni Group was reviewing its communication duties now, Garg said, “We are looking at reinforcing our brand identity and looking at taking our communication line of ‘Redefine your needs’ further. That is why the focus is to get specialised agencies. We are looking for a BTL agency as well, as we feel that there is a need to bring in an expert in this field to engage the customers.”
Elaborating on what the Group was looking for while zeroing on an agency, he said, “We are looking at partnering with agencies which would offer a holistic, integrated and value-added solution to reinforce our corporate brand identity, which shall help us in driving sales of current and future projects.”
Triveni Group has briefed the agencies that it is looking at 360-degree activated brand promotions for the festive season of December 15, 2006 to April 15, 2007. The key focus of the marketing and promotional activities would be centered on group brand image focusing on present projects that include Triveni Signature and Triveni Galaxy (Faridabad), Triveni Heights (Ghaziabad), Triveni City (Agra), and Triveni Krishna Vatika (Vrindaban).
Triveni Group, known for its real estate development, is a multi-faceted Rs 3,000 crore conglomerate with interests in automobiles, entertainment, finance and TV channels.