Bramha Corp. – Promoter of several hospitality brands (Sheraton Grand – Pune, Le Meridien – Alibaug, Residency Lake Resort, Residency Club) and real estate brands (Sun City) connected with us to work on their brand, F Residences based in New Kalyani Nagar, Pune. They wanted to launch Phase II of their ambitious project F- Residences. However there were unsold units in Phase I which was a cause of concern and also hampering the company’s revenues and hence resurrecting sales was important.
After scanning all the competitive advertising in Pune, Young could experience and visibly notice a huge clutter of parity products with almost similar kind of advertising. We had to go to the drawing board to create a radically different approach and communication style to break this clutter and stimulate consumers to choose our product over competition and book without procrastinating or delaying their purchase decision. To meet this requirement, we conceived an ‘IPO style' communication and designed this concept similar to financial IPOs with an opening and closing date and a price band that was slightly lower than the market price. Empowering people to Bid for their homes at F- Residences thereby making them feel that they are getting a better bargain and at the price they want.
Within the first 3 days of this communication getting out in the market, peers & consumers alike took notice of this advertising campaign. High interest from prospects and several queries have been received. Booking figures will be soon be updated here at the end of the campaign period. The campaign is receiving positive stimuli even in a cluttered market like Pune.
Concept Development, Campaign Development, Design and Branding elements, OOH, Radio etc.
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Once confined to branding, communication & production development, design thinking has become central to strategy today. In the past 5 years, we have worked with several large, medium and small companies. In our role as a Creative agency, we were not limited in our thinking to only branding and communication. Our philosophy was to take a holistic approach to a client “How to use design thinking to make great things actually happen”. So here are a few nuggets of how one can differentiate a parity product through design.