Concept wins media mandate for DLF

The account size is estimated at Rs 30 cr. The incumbent agency was Dentsu Media. Mindshare, Dentsu and ZenithOptimedia were also in the fray

BestMediaInfo Bureau | Delhi | July 8, 2013

Concept Communication has bagged the media duties for DLF, the largest real estate company in India, in a multi-agency pitch, in the first quarter of this financial year. The business size is pegged at over Rs 30 crore. Agencies like Mindshare, Dentsu, ZenithOptimedia, among others, were part of the pitching process. The incumbent agency on the account was Dentsu Media.

Manoj Malkani, Sr. Vice-President and Head Media, Concept Communication, said, "This was one of the more exciting pitches for the Concept media team in the recent past, considering it was the largest pitch held in Delhi so far in this quarter. Winning the business has certainly given us an edge in the real estate sector. I hope that our partnership with DLF results in strategic growth and progress both in terms of business and relationship for DLF and the agency.”

As part of its latest mandate, Concept Communication will handle the media consulting and deployment duties for the brand across all media platforms. The account will be handled by the agency's Delhi office.

DLF has a track record of over 60 years of sustained growth, customer satisfaction, and innovation. The company has 325 msf of planned projects with 56 msf of projects under construction.

DLF's primary business is development of residential, commercial and retail properties. The company has a unique business model with earnings arising from development and rentals. Its exposure across businesses, segments and geographies mitigates any down-cycles in the market. From developing 22 major colonies in Delhi, DLF is now present across 15 states and 24 cities.

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