Japanese consulting firm ropes in for Andhra Pradesh new Amaravati city


By Accommodation Times News Service

Dentsu, the number 5 among the top biggest agencies in the world has been roped in a multi-crore deal for building brand Amaravati city.

The government of Andhra Pradesh has asked the Japanese advertising firm Dentsu as a new brand consultant for its new capital city Amaravati. Dentsu which ranks among the top 5 agencies in the world in a multi crore deals for building brand Amaravati image.

Dentsu has been selected as the branding and communication consultant for Amaravati. Apart from brand building, they will also take care of the communication aspect, Capital Region Development Authority (CRDA) commissioner N Srikanth told. Dentsu will be be part of the capital project for a period of two years. It already has an Indian presence in the form of Dentsu – India.

The modalities and strategies still have to be finalized with them. But they will design the logos as well, a said an official. Appointing specific consultant for brand building for cities is relatively new in India, since Amaravati is the Greenfield capital and jobs and investments are important, it is better to have a brand building partner, said an official. With the smart cities scheme on roll, slowly and indirectly branding exercising for the cities is catching up.

Apart from Surbana and Jurong from Singapore who are preparing the master plans for the capital city, so far Mckinsey has been appointed as strategic and financial consultant for the capital project. CH2M, an American company has been selected as the project management consultant to take forward the capital project. Despite the state government sanctioning about 800 posts for the CRDA, only a handful of employees, other than staff from other government departments, have been recruited so far, forcing them to go for foreign consultants.

CRDA will also appoint consultants for beautification, infrastructure building, legal issues and layout planning. Dissatisfied over the companies, who approached the government as potential infrastructure consultants, CRDA decided to look for a new group. Now we are busy with master plan and lay out planning, a clear picture in selection of all these consultants will emerge after Pongal in New Year, a source said.

Ironically, the Singapore team that had been hired by the state government for preparing the master plan of Amaravati had reportedly suggested that the government should not depend too much on consultants. However, officials point out expertise is more important than anything else.

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