Grey Orange wins creative duties of Cambay Hotels & Resorts

It will help the hospitality brand in group branding exercise.

Cambay Hotels & Resorts has appointed Ahmedabad-based Grey Orange to handle its creative duties. This is the first time the hospitality brand has partnered with a creative agency; earlier, all the creative requirements were carried out in-house.

Grey Orange will be expected to help in the group branding exercise by supporting its core strategy and conveying its brand proposition through effective communication. "In a short span of time, we have grown to such an extent. We are expanding aggressively and are also planning to come out with an IPO as well. While everyone knows our individual hospitality brands, we thought it was necessary to club everything under one umbrella, that of Neesa Group and promote it accordingly," says Dinesh Gautam, head, marketing, Cambay Group.

Apurv Kumar of the account planning group at Grey Orange says, "When it comes to the hospitality industry, the consumer seeks value with a fresh attitude. That's what we present in an innovative way, making the consumer curious to experience the services." The agency has done significant work in the tourism and hospitality industry for Puducherry and Gujarat markets. The understanding of consumer perception in terms of brand recall and lifestyle integration worked in its favour to win the new business.

The agency will come out with a campaign for the wedding season.

Cambay Hospitalities is part of the Neesa Group, which is headquartered in Ahmedabad. Cambay Hospitalities, which was set up in 2002, has 10 properties across India in different categories ranging from five star hotels, vacation clubs, golf courses to spas. The company also has restaurant chains and allied services under the brand.

Interestingly, unlike other hospitality brands, the Cambay Group is a self sufficient enterprise. For instance, the group manufactures its own mineral water by the brand name K2, has its own security service called Ninja and its day to day operations are managed under the brand name Technosoft. All its properties are built and maintained by the Neesa Group, which is promoted by former IAS officer Sanjay Gupta.

There are 33 companies under the Neesa Group, which include retail and even media (the group recently launched its channel Jano Duniya and will be coming out with an English channel soon).