1pointsize gets the creative duties of 'Akshaya Homes'

Akshaya Homes, Tamil Nadu's renowned builder and winner of the prestigious CNBC/CRISL "Best Legal System" Award for three years in a row and "Best Residential Project of South India' Award, has just appointed 1pointsize as its creative communications partner for 2010-11.

Chennai-based 1pointsize landed the account after a multi-agency pitch that involved Ogilvy, Grey, 1pointsize and Orchard Advertising. Orchard was the incumbent agency.

Confirming the news, T.Chitty Babu, Chairman and CEO of Akshaya Homes, says, "Akshaya has always been a trendsetter in real estate advertising in Chennai. We were looking for a creative partner with the firepower to take our brand to the next level. And 1pointsize fit this requirement to a tee, as they have the width and depth of experience in delivering clutter breaking creative solutions in the lifestyle and realty category."

Adds Charles, DGM (Marketing), Akshaya Homes, "We are all set for a slew of launches. And the coming year is a critical one for us as we are looking to extend our footprint beyond Tamil Nadu. Our mandate to 1pointsize is to make Akshaya, the buzziest brand in our category."

Reacting to the win, comments Sharad Haksar, CEO of 1pointsize, "We normally don't believe in pitching. But for a few brands we do make an exception. Akshaya is one such brand. We are quite happy to have won the account. Our focus will now be on shaking up the market and creating an aura of likeability around Akshaya."

Sources say the account is estimated to be around 8 crores.