Tomorrow Creative Lab bags creative mandate of Ashiana Housing

As part of the mandate, the agency will deliver brand solutions across film, print, radio, outdoor, and activation.

Ashiana Housing, a real estate development company, has assigned creative duties to Tomorrow Creative Lab. The agency roped in InterTwined as their strategy and account management partner for the pitch in Delhi, under their collaborative model called 'Friends of Tomorrow'. In a multi-agency pitch that involved strategy and creative, including digital, BTL and ATL, team Tomorrow and InterTwined emerged the winner.

As part of the mandate for the first project - Ashiana Town in Bhiwadi - apart from delivering brand solutions across film, print, radio, outdoor, and activation, Tomorrow and InterTwined will also provide strategic recommendations and creative ideas for the digital and social space. Along with inputs on appropriate brand messaging right through the consumer journey cycle - from consideration, to site visit, till actual purchase of the property.

Malvika Mehra

Ankur GuptaSpeaking about the win, Malvika Mehra, founder and creative director, Tomorrow Creative Lab, says, "It's probably odd to say this in a business context, but the first thing that struck Divya and me about the Ashiana Housing brand is their deeply grounded value system and humility... Here is a brand that has been quietly creating category redefining work, whether it is their Senior Living offerings or mid-income housing options with world-class amenities. It's high time then, that this respected brand took centre-stage. This is where Tomorrow comes in, as their brand partners. And we couldn't be more excited or humbled by this great opportunity."

The win marks Tomorrow's foray into the Delhi market. Launched about 10 months ago, the brand strategy + design + communication agency has been having a decent run in the city, first with a branding exercise for NDTV (Mojarto), followed with an ongoing project for Vivaana Hospitality (#TheHaveliProject), and more recently a project for Oyo Rooms.

Commenting on the appointment, Ankur Gupta, joint marketing director, Ashiana Housing, says, "It was a pleasure to see the pitch of Tomorrow and InterTwined. What impressed me was that the understanding of the target consumer was spot on and the creative was not just aesthetically superb but also conveyed the message for the targeted consumer. Overall was delighted to see the kind of detailing and effort."