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Alchemist wins Au Housing Finance's branding, strategy and creative mandate

19-January-2017
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Alchemist wins Au Housing Finance's branding, strategy and creative mandate

Rajasthan headquartered Au Housing Finance has appointed Alchemist Marketing Solutions to lead its branding process following a multi-agency pitch that lasted three months. The organisation has recently demerged from its parent company- Au Financiers, and is looking to revamp the brand including changing the name, creating a fresh visual identity and new creative communication. Au Housing Finance is one of the fastest growing brands across North and West India catering to the home finance requirement of clients who don’t have very formal documented Income Proofs.

On the association, Manish Porwal, MD, Alchemist, said, “Au is a rapidly growing name in the housing finance industry. It mostly caters to Tier 2 and 3 cities along with their peripheral rural markets. This rebranding task requires a very different approach due to its target audience. Our pride lies in understanding consumer behaviour and needs through primary market research and insights further generated from it. In the last few days, we have met loads of AU prospects, customers, employees and investors and are now prepared to carry the work which shall write history for this futuristic organisation.”

Sushil Kumar Agarwal, Founder and CEO, Au Housing Finance, said, “We were impressed with Alchemist’s stronghold in developing viable go to market strategy and deep rooted understanding of how brands can successfully reinvent themselves. This put Alchemist clearly a notch above the other agencies involved in the pitch.”

Ghanshyam Rawat, CFO, Au Housing Finance, said, “We have ambitious plans for our business growth in the coming years and the rebranding efforts are critical to achieve our revenue objectives. We are certain that with its expertise, Alchemist will help us take that leap.”

Prabhu Tony, NCR Head, Alchemist, commented, “We are extremely proud to partner with Au Housing Finance. The challenge of creating a new identity for the brand; and also help it fulfill its business objectives in a primarily rural market, has us very excited.”

Anurag Srivastava, Head of Analytics and Digital Strategy , Au Housing Finance, commented, “The ever expanding reach of internet to the remote areas of the country and initiatives like Digital India have made digital strategy a significant pillar for any organisation, we are sure that our association with Alchemist will help us improve and optimize our online presence and digital landscape.”

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