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DLF appoints Carat as media agency, Percept/H for creative; ad spend to exceed Rs 15 crore

04-August-2005
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DLF appoints Carat as media agency, Percept/H for creative; ad spend to exceed Rs 15 crore

Real estate major DLF has appointed Carat to handle its media account, which, until now, was looked after by Starcom. Furthermore, the group has decided to discontinue its relationship with Rediffusion DY&R and has taken on Percept/H for the creative business. The consolidated account will be in the region of Rs 15-20 crore.

Vijay Vancheswar, VP, Corporate Communication, DLF Universal Ltd, told exchange4media that Percept/H would be handling their forthcoming retail projects. “There was no pitch called. Percept/H had done some interesting work for us, so we have appointed the agency for our future projects,” he said.

He added that incumbent Starcom, too, had done some good work for DLF “but as we changed the creative agency, it is easier for us to deal with Carat”.

“The media account,” said Vancheswar, “will be worth Rs 8 crore to 10 crore, but we have not put an exact figure to it. As for the size of the creative business, we spent about Rs 3 crore to 4 crore last year. As we are expanding, the figure will go up considerably this time.”

Ajay Chandwani, CEO, Percept/H, said, “It is our ability to project a 360 degree brand experience that won Percept/H the account. We hope to use our offering in advertising, media, event management, design, visual merchandising, PR, CRM and web initiatives for our key brands.”

DLF is India’s leading property developer with a net asset base of around Rs 20,000 crore. DLF has developed retail destinations in Delhi and Gurgaon with a total area of 15 million square feet, in addition to developing 21 premier colonies in New Delhi like Greater Kailash, Hauz Khas, Model Town and South Extension. DLF is now entering Mumbai with ambitious plans of developing complexes in Lower Parel.

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