Leo Burnett launches inaugural corporate campaign for Birla Estates

20 Mar,2019

By A Correspondent


The Birla Group recently announced its foray into the real estate business with the launch of Birla Estates. Leo Burnett, the Publicis Groupe agency which won the advertising mandate for Birla Estates in a competitive multi-agency pitch in September 2018, has launched its first campaign, LifeDesigned. For the record, Birla Estates is the real estate division of Century Textiles and Industries Ltd., the over Rs 8000 crore flagship Company of the B K Birla Group of Companies with presence in cement, textiles, rayon yarn, pulp & paper, salt, chemicals and more. BK (short for Basant Kumar) Birla is the grandfather of Kumarmangalam Birla, who also runs the Aditya Birla Group. The Chairman of Birla Estates is BK Birla and Vice Chairman is Kumarmangalam Birla.

Speaking about the announcement, Rakesh Hinduja, Chief Operating Officer, West, Leo Burnett, said: “We are very excited to have been chosen to be a part of the Birla Estates team. The brand name Birla itself evokes the feeling of trust, commitment and innovation and we are excited to have been given a chance to build on this legacy for brand Birla Estates. Brand Birla is actually a perfect fit with our Humankind philosophy, which puts people at the heart of everything we do and we look forward to embarking on a positive and impactful journey together starting with the launch of the LifeDesigned campaign.”

Talking about the campaign, Prajato Guha, National Creative Director Leo Burnett added: “With the challenges of rapid urbanisation across India and the fact that Birla Estates is a relatively new entrant in the category, we had to find a credible value proposition. In LifeDesigned, we have found a unique way to bring their brand philosophy alive”.

The mandate is for the corporate campaign and subsequent project launches across NCR, Mumbai Metropolitan Region (MMR) and Bangalore markets. The first project to be launched is Birla Vanya in Kalyan, off Mumbai.



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