Arena Media India Wins The Ashiana Housing Media Mandate
Arena Media India has won the integrated media mandate for Ashiana Housing after a multi-agency pitch. The account will be led by Manish Sharma, president of Arena Media India, and run from the agency's Gurugram office.
- Client: Ashiana Housing
- Agency: Arena Media India, part of Havas Media India
- Scope: media planning and buying, audience targeting, partnerships and data-led solutions
- Led by: Manish Sharma, president, from Gurugram
- Arena's recent wins: Samsung, Aakash Institute and Keo Karpin
What Ashiana Housing Is Buying
A single agency across traditional media and digital, with audience intelligence and partnerships in the same remit. Ashiana has been building for more than 45 years across three lines, senior living homes, kid centric homes and premium homes, and senior living is the part of the business it is best known for.
That shapes the media job. Ankur Gupta, joint managing director of Ashiana Housing, said the developer wants to build connections with senior audiences and their families. In practice the decision to move into senior living is often shared between parents and adult children who may live in another city, so the plan has to reach two generations with different media habits.
What Havas Said
Uday Mohan, chief operating officer of Havas Media and Arena Media India, said the work will run on Converged.AI, the Havas AI-enabled operating system, combining data and technology with human judgement. Archana Aggarwal, chief growth officer of Havas Media Network India, pointed to Ashiana's standing in senior living as the opening for sharper consumer understanding. More agency news.
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