A 2 BHK premium home project in Ravet, Pune. The project is spread over a total area of 1.51 acres of land with 2 towers of 12 floors each. An accommodation of 158 units has been provided. Working on this account was challenging since we had to start right from christening of the project.
Brand Naming and Logo Designing
In our brainstorming sessions we wanted to know ‘What is a Home?’. A home is where you can spend quality time with your family. A home is a place with a peaceful environment. It is a place where you experience cultural and educational diversity. A home is where productivity cultivates. It is not just a house with space, it is a home with feelings, where the blessings of your elders will always be with you. Hence we named the project Aashirwad Homes and the campaign was called THIS IS HOME.
The designed website represents simplicity and heart of a cozy home. All the specifications, details were included after a careful consideration so as to make the visitor feel welcomed into a family.
Our in house technical team developed the ‘Delight App’ to cater specifically to Aashirwad Homes. The application is specifically designed to give timely updates about the project in terms of stages of development. The application provides notifications and images as soon as a floor or slab is constructed, specifically related to the customer. Another functionality includes documentation. The customers need not take the pains to visit the site or worry about the formalities to be completed. All the information about the builder, project and details required from their end are available at a single click using this application.
In a price sensitive market, the client required a price centered OOH campaign. So a campaign around ‘54’ was created to communicate directly with the audience and hit the target.
Collaterals & Stationery
For an all-round experience a complementary set of collaterals like enquiry forms, booking forms, diaries, pens, brochures etc. were created to make the customer walking in the sales office feel at home with the brand.
While communicating on the various social media handles like Facebook, Instagram etc. we kept the essence of our campaign ‘This is Home’ alive. We started off by introducing the area and the project through a ‘this is home’ and proximity to various daily activities campaigns. Some tips on how a home is the central point in our lives each day was conveyed in the Week at Aashirwad series. Furthermore we welcomed the New Year with wellness centered messaging to our customers.
With the advent of digital advertising we may think the traditional ways of marketing have taken a back seat. But this is not always the case. It is important to recognize the need of the client, the target audience and the target areas while choosing a communication medium. We released a pamphlet campaign as it was the best medium to communicate effectively with our target audience.