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Asipac Group awards its creative business to Bates Enterprise Bangalore

14-June-2006
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Asipac Group awards its creative business to Bates Enterprise Bangalore

Bates Enterprise has bagged the creative contract of the Asipac Group, which is into property marketing, in a multi-agency pitch held in early May this year. The size of the business is estimated to be Rs 3 crore.

Asipac Group assists in the conceptualisation, feasibility, facility planning and marketing (selling / leasing) of malls, hotels, SEZs, business / industrial parks and high value residential projects, in South and West India. Asipac currently has sole marketing rights of properties of 22.5 million SFT, with a total value of more than Rs 12,500 crore, being developed by leading developers such as K Raheja Builders, Mantri Builders and Ambience.

Said Ashok Vidyasagar, Senior Vice-President, Bates Enterprise, Bangalore, “We did our homework well and provided the client with a compelling strategic direction using our proprietary planning tool called ‘Change Point Planning’.”

Vidyasagar further said, “Measuring change dynamics is itself the best form of insight mining and this tool helped us hitting the bull’s eye in this pitch. Our creative work was equally sound and dynamic. It dovetailed itself from the key strategic idea, which hinged on the strengths of the Change Point. Increasingly, we are finding marketers being very interested in this tool and its soundness.”

Sanjoy Datta, Creative Director, Bates Enterprise Bangalore, said, “Working on the basis of sound strategy always helps. Our planning tool helped us sharpening our insights. The creative strategy and work was just right in tone, manner and final execution. It was a pitch, which went through like knife through butter.”

Speaking on the reason for choosing Bates Enterprise, Amit Bagaria, CEO, Asipac, said, “The task in front of us was to project ourselves as knowledgeable and effective urban infrastructure consultants in the B2B space. Our brief to Bates was: We are doing a lot of great work, but hardly 10 per cent of the market is aware about this, or even about us. Bates came up with a dynamic strategy and meaningful creative. Asipac as a company challenges conventions and Bates did exactly that. They got our brief bang on and responded to it better than our expectations. We have great plans and we will exploit the recommended strategy, as it is extendable across our verticals, is long-term and sustainable.”

The media mix for Asipac will focus on print, outdoor and below the-line-activities. The campaign is to break in July.

The other clients handled by Bates Enterprise Bangalore include Xylys from Titan, Weekender, Weekender Kids, Taj West End and the retail business of World of Titan, among others.

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