Dhar & Hoon Blurb wins creative duties for real estate group, BPTP

The agency won the business based on its outlook and vision for the real estate brand, which goes beyond real estate.

Dhar & Hoon Blurb India has won the creative duties for real estate company Business Park Town Planners (BPTP). The agency won the business following a multi-agency pitch. Other agencies involved were Ogilvy and DDB Mudra Group.

While the size of the business could not be ascertained at the time of filing this report, it is said to be substantially high.

Confirming the development, Vaybhav Singh, chief operating officer, Dhar & Hoon Blurb India, says, "The reason why we have won the business is because our outlook and vision for the brand BPTP goes beyond real estate, conventional thinking and media. Even though we are the creative agency on the business, we would like to think of ourselves as its partners."

Earlier, Lowe Lintas & Partners' Delhi office managed the business. Before this, the account was handled by Dentsu Communication. In 2007, the company had initiated a pitch to look for a second agency. However, the process yielded no result at that time.

Mindshare-Group M takes care of BPTP's media planning and buying.

For the record, based in Delhi, BPTP, the real estate company, is engaged in projects including integrated townships, residential and commercial complexes, retail spaces and IT parks.