DDB Mudra Group wins IMC mandate for IndoSpace on the basis of ‘Emotional Advantage’ thinking
IndoSpace, India’s largest investor, developer, and manager of Grade A industrial and logistics real estate, has awarded its integrated marketing communications mandate to DDB Mudra Group following a multi-agency pitch. As part of the mandate, creative & brand strategy will be handled by DDB Mudra and digital media planning will be managed by OMD MudraMax.
With over $3 bn in investment, and 36 operational and under development parks, spread over 37 million square feet, IndoSpace is the only industrial and logistics real estate developer with pan-India presence. With its combination of strategic land bank, world-class infrastructure and amenities, the company caters to the logistics infrastructure needs of leading players across sectors. With Covid-19 significantly boosting online sales in India, e-commerce and modern retailers have realised the importance for warehousing in strategic locations in Tier I & Tier II cities. The partnership with DDB Mudra Group will enable IndoSpace to capture the growing demand.
The win highlights the Group’s focus on using emotional advantage thinking to create unreasonable business growth for brands. Emotional advantage’s core belief is that humans are illogical. Human beings choose to believe that they make logical choices but are in fact driven by emotions. This deep understanding of social and cultural contexts will be instrumental in developing the overall communications strategy. The Group’s proprietary sign banking and earshot tools help with breakthrough consumer thinking that’s elevated by powerful creative work.
IndoSpace is the real estate arm of Everstone Group. Speaking on the association, Rajesh Jaggi, Vice Chairman – Real Estate, Everstone Group said, “We are delighted to have DDB Mudra on board and wish to gain substantially from their creative and digital communication expertise. Their unique approach towards brand building and end-to-end capabilities were the reasons to choose them as our partners.”
Speaking about the win, Anurag Tandon, Managing Partner, DDB Mudra West said, “Over the last few years, we have developed substantial domain expertise in the B2B space. We are delighted to be working with IndoSpace, the country’s largest industrial and logistics real estate player. The team is excited to use our understanding of consumer behaviour, especially in a post-Covid world, to develop communication for a category that has typically not been product focused.”
About DDB Mudra Group:
DDB Mudra Group’s belief that creativity is the most powerful force in business comes alive in our partnerships with over 200 brands. Our agency brands include DDB Mudra, 22feet Tribal Worldwide, OMD Mudramax, Interbrand, Track and TracyLocke. Ranked in 2020 as one of the Top 20 creative and effective agencies globally by WARC and Effie Index, we are one of India’s most awarded creative companies with back-to-back wins at Cannes Lions 2018 & 19, No.2 at Effie India 2020, winner of Grand Prix at Spikes 2019 and golds at WARC & WARC Prize for Asian Strategy.
IndoSpace is the pioneer and largest provider of modern industrial and logistics real estate in India and has taken total commitment to India to above US$ 3.2 billion. Promoted by Everstone Group (www.everstonecapital.com), GLP (www.glprop.com) and Realterm (www.Realterm.com), IndoSpace continues to develop new facilities to cater to the needs of its clients. Its customers include IKEA, Amazon, Nissan, DHL, DB Schenker, Delhivery, Steelcase, Ericsson, Bosch and Aptiv. The Everstone Group is a premier India and South East Asia focused private equity and real estate firm. GLP is the leading global provider of modern logistics facilities and technology-led solutions. Realterm is a multi-strategy private equity real estate operator in North America. For more information, visit www.indospace.in .