Arena Media India, the Havas Media India agency, has won the integrated media mandate for Ashiana Housing. The account was secured after a competitive multi-agency pitch and will be serviced from the agency’s Gurugram office.
Scope of the partnership
Ashiana Housing is looking to strengthen its presence across markets and deepen engagement with senior audiences and their families. Arena Media India will build and execute the brand’s integrated media strategy across traditional and digital channels.
- Media planning and buying across traditional and digital platforms
- Audience targeting and data-driven media solutions
- Audience intelligence and strategic partnerships
The goal is to improve Ashiana Housing’s market presence, build stronger consumer connections and support its growth plans.
Why Ashiana picked Arena
Ashiana Housing has more than four decades of experience in the real estate market. Its portfolio includes Senior Living Homes, Kid Centric Homes and Premium Homes. The company has also been recognised as India’s No.1 Senior Living brand by Track2Realty for nine consecutive years.
Ankur Gupta, Joint Managing Director at Ashiana Housing, said the company was looking for a partner that could combine consumer understanding, integrated capabilities and future-focused media thinking.
“Arena Media India’s strategic approach, collaborative mindset and strong understanding of our business ambitions made them the ideal choice,” Gupta said.
Arena Media India will lead the account through Manish Sharma, President, Arena Media India, and the Gurugram team.
What the win signals for Arena Media India
The Ashiana Housing mandate adds to a series of recent account gains for Arena Media India, including Samsung, Aakash Institute and Keo Karpin. It reflects continued momentum in integrated media mandates for Havas.
Uday Mohan, Chief Operating Officer at Havas Media & Arena Media India, said the agency’s Converged.AI operating system can combine data, technology and human expertise to help brands make faster, smarter decisions. Archana Aggarwal, Chief Growth Officer at Havas Media Network India, added that the senior living category offers an opportunity to apply sharper consumer understanding and connected media thinking.
What marketing teams can take away
Senior living is a category where purchase decisions often involve more than one audience: the senior resident and their adult children. A single-channel plan can miss the moments where families research, compare and make decisions together. The category sits at the intersection of real estate, healthcare and lifestyle marketing, which makes it harder to plan because emotional and rational triggers sit side by side.
One useful planning frame is the dual-audience journey:
- Map the emotional and practical triggers for the senior resident
- Map the trust and safety triggers for family decision-makers
- Design cross-platform messages that address both without losing brand clarity
For agency leaders, the Ashiana win is a reminder that integrated pitches are increasingly won on audience intelligence and measurable business impact, not just media rates.
Source: MediaNews4U
