Alchemist wins mandate for Au Housing Finance’s branding and strategy
Rajasthan headquartered Au Housing Finance has appointed Alchemist Marketing Solutions to lead its branding process following a multi-agency pitch that lasted 3 months. The organization has recently demerged from its parent company- Au Financiers, and is looking to revamp the brand including changing the name, creating a fresh visual identity and new creative communication.
Established in 2011 and with a network of 56 branches across Rajasthan, Maharashtra, Gujarat, Madhya Pradesh, Haryana and Delhi, Au Housing Finance is one of the fastest growing brands across North and West India catering to the home finance requirement of clients who don’t have very formal documented Income Proofs.
On the association, Manish Porwal, MD, Alchemist said, “Au is a rapidly growing name in the housing finance industry. It mostly caters to Tier 2 and 3 cities along with their peripheral rural markets. This rebranding task requires a very different approach due to its target audience. Our pride lies in understanding consumer behavior and needs through primary market research and insights further generated from it. In the last few days, we have met loads of AU prospects, customers, employees and investors and are now prepared to carry the work which shall write history for this futuristic organization”.
Sushil Kumar Agarwal, Founder and CEO, Au Housing Finance shared, “We were impressed with Alchemist’s stronghold in developing viable go to market strategy and deep rooted understanding of how brands can successfully reinvent themselves. This put Alchemist clearly a notch above the other agencies involved in the pitch”.
Ghanshyam Rawat, CFO, Au Housing Finance further added, “We have ambitious plans for our business growth in the coming years and the rebranding efforts are critical to achieve our revenue objectives. We are certain that with its expertise, Alchemist will help us take that leap”.
Prabhu Tony, NCR Head, Alchemist commented, “We are extremely proud to partner with Au Housing Finance. The challenge of creating a new identity for the brand; and also help it fulfill its business objectives in a primarily rural market, has us very excited”.
Anurag Srivastava, Head of Analytics and Digital Strategy, Au Housing Finance commented, “The ever expanding reach of internet to the remote areas of the country and initiatives like Digital India have made digital strategy a significant pillar for any organization, we are sure that our association with Alchemist will help us improve and optimize our online presence and digital landscape”
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