Ushak Kaal has bagged the Mosaic Hotel account (a new venture of Shipra Group) in a multi-agency pitch involving the likes of O&M. The account size has been pegged at Rs 2 crore.
Mosaic Hotel is a four star hotel located in Noida, catering to elite professionals, the young emerging traveler, who is a global citizen, looking for a comfortable stay.
The hotel plans to launch a big corporate campaign with various events targeted at the corporate traveler. Fluid, the lounge bar, will be positioned as an Urbane Tavern with focus on promoting art and fashion. The promotion will involve the fashion fraternity in a big way, especially designers, fashion week, etc. Mosaic is planning a media mix of print, outdoors and events.
Rahul Mathur, Marketing Head, Shipra Group, said, “We are happy to give the business to Ushak Kaal. The brief we gave to the agency was about positioning and defining Mosaic Hotel.”
He further said that ads would be primarily in print and cover outdoors as well.
According to Uskak Kaal CEO, Raaj Hiremath, “The client chose us primarily because of our understanding of the Hotel and our creative and strategic solutions. Our earlier experience of handling Uppal’s Orchid, an Ecotel Hotel, gave us good insight into the working of a hotel till the last detail. The image of the hotel and campaign is in sync with the business traveler.”
He added that the agency aimed to churn out creative that were not only award winning, but relevant to the customer, so that he/she could relate to the brand.