MUMBAI: In order to announce the launch of 'Shubh Griha'- the iconic, value-housing brand and a joint initiative of TATA Housing and Arvind Real Estate, the company recently embarked on a multi-pronged OOH campaign and on-ground activity in the city of Ahmedabad. The campaign execution duties were vested with DDB MudraMax.
TATA Housing Development Co. Ltd., one of India's fastest growing pan-India real estate developer with presence across the consumer pyramid wanted to announce the company's foray into the Gujarat market with the launch of 'Shubh Griha' - TATA Housing's iconic value-housing pan-India brand in Ahmedabad.
The project is jointly developed with Arvind Real Estate, under the banner of Arvind and Smart Value Home LLP, a special purpose vehicle (SPV) created to develop a mega integrated sustainable green township, spread across 135 acres.
'Shubh Griha' being a project under the affordable housing segment, the target audience is low and medium income consumer segments. In order to cater to these audiences and have presence at key locations in Ahmedabad, billboards were deployed at Maninagar, Nehru Nagar, Law Garden, SG highway and CG road. To cover approach roads towards the township, outdoor touch points were created at Ognaj and Science City circle and a gantry was also taken at Ahmedabad entrance from Kalol to target people entering Ahmedabad. The campaign also had presence at Gandhi Bridge which connects old Ahmedabad to new Ahmedabad.
In addition to conventional outdoor presence at strategic locations, gate branding at IDBI bank branches were installed where application forms were sold, standees communicating application process were placed along with 'Shubh Griha' logo shaped danglers at these branches.
A typical folk drama of Gujarat called 'Bhavai' was enacted at two locations on the streets of Ahmedabad which communicated TATA Housing's foray in Ahmedabad market with affordable homes and gave away information regarding the 'Shubh Griha' project. This activity attracted crowds in large numbers, promoters were then used to disburse information and give away leaflets to the audience.
Experience the 'Bhavai'
Since the Holi festival was falling in between the campaign period, the client wanted to wish all Ahmedavadis a 'Happy Holi' in an innovative and engaging fashion. Hence, a couple of sites were selected from the existing outdoor campaign and a flex change was carried out overnight just before Holi. In order to engage people, these hoardings had 'Happy Holi' written with balloons filled with colours and people were asked to burst these balloons from below. Many people passing by the hoardings participated in this engaging activity and spread the joy of celebrating Holi.
Get a feel of the holi activity
Since the township is located on the outskirts of Ahmedabad, around 80 site direction markers were installed on all approaching roads in order to guide the customers.
To create branding presence at the project site, fence branding extending to a length of 1200 running feet was installed. Double sided fence branding were installed on the boundaries of the project, on the front side, corrugated sheet with acrylic channel letters of the brand logo were installed at regular intervals.
In order to address customers walking in at the site, a Shamiana was erected, where, project related branded standees were placed along with few easel wood standees to display floor plans. Promoters were also deployed to engage the walk-in customers and share project related details.
To cover industrial areas within close proximity of the township, a 'Shubh Griha' branded TATA Ace was used to cover areas like Kalol and Chhatral GIDC along with promoters, who distributed leaflets and disbursed information to people who approached the vehicle.
Leaflet distribution activity was also carried out at 3 Big Bazaar outlets in Ahmedabad on a weekend where it attracts maximum footfalls. These leaflets were distributed at cash counters along with bills.
Commenting on the initiative, Rajeeb Dash, head of marketing, TATA Housing Development Company, said, "The project is primarily targeted at low and middle income groups at the bottom of the pyramid, the challenge was to reach this target audience within a limited time period using a cohesive 360 degree campaign. The innovative outdoor campaign along with on-ground activation helped us immensely to achieve our objective that too in a very limited time frame. We were also successful in executing innovative ideas, never experimented by a real estate company in Gujarat before."
Arun Rogha, group account director, DDB MudraMax, said, "We launched a teaser campaign for the brand during Uttarayan with included cut outs of colourful kites and a kid flying a kite. It was a tough task this time, as the benchmark set by the successful campaign was pretty high."
"Another challenging task was to create awareness of the launch and generate interest for the project. A strategic outdoor campaign supported by on-ground activities helped us to spread awareness for the project and generate sufficient buzz to meet the client's objective", Rogha concluded.