Ashiana Housing Ltd. has chosen Tomorrow Creative Lab as its Creative agency. Tomorrow roped in InterTwined as their Strategy and Account Management partner for the pitch in Delhi, under their collaborative model called ‘Friends of Tomorrow.’ In a multi-agency pitch that involved Strategy and Creatives including digital, BTL and ATL, Team Tomorrow and InterTwined emerged as the winners.
Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides providing strategic recommendations and creative ideas for the digital and social space. They will also provide inputs on appropriate brand messaging and focus on the consumer journey cycle from consideration, site visit to actual purchase of the property.
Commenting on the appointment, Ankur Gupta, Joint Marketing Director, Ashiana Housing Ltd. said, “It was a pleasure to see the pitch of Tomorrow and Intertwined. The understanding of the target consumer was spot on and the creative was not just aesthetically superb but also conveyed the message for the targeted consumer. Overall I was delighted to see that kind of detailing and effort.”
The win marks Mumbai based Tomorrow’s serious foray into the Delhi market. Launched about 10 months ago, this Brand Strategy, Design and
Communication agency has been having a decent run in the city, first with a branding exercise for NDTV (Mojarto,) followed by an ongoing project for Vivaana Hospitality (#TheHaveliProject) and more recently a project for Oyo Rooms.
Speaking about the win, Malvika Mehra, Founder and Creative Director, Tomorrow Creative Lab, said, “It’s probably odd to say this in a business context but the first thing that struck Divya and I about the Ashiana Housing Ltd. brand is their deeply grounded value system and humility, stemming clearly from the owners themselves. Here is a brand that has been quietly creating category redefining work whether it is their Senior Living offerings or mid-income housing options with world-class amenities. It was high time that this respected brand took centre-stage. This is where Tomorrow comes in as their brand partners. And we couldn’t be more excited or humbled by this great opportunity.”