An Integrated Media Approach to Launching Bhartiya City, An Integrated Township in Bengaluru

The Insight: Target consumer research conducted by The Bhartiya Group showed that key milestones in life such as Marriage, Having Children, Promotion in career goes hand in hand with Property purchase and all of this happens between the age group of 25 – 34.  Over 40 percent of the potential segment considering a Property purchase falls in the age group of 25-34.Given the number of events that are changing their life during that stage, a property purchase is playing in their mind but perhaps may not be their first priority.  There is also a concern on whether their home can ‘grow’ with them as they achieve other life milestones like having a second child, looking after elderly parents, and becoming grandparents.

The Marketing Approach: The objective was to launch and market Nikoo Homes, branded residences that were the first product line to be launched.  This was a B2C marketing program.  In parallel or subsequently other products such as an IT SEZ, a hotel, a hospital would be launched which would be broadly B2B marketing.

Given the enormity of the messaging scope focusing the key value proposition and the phasing of the supporting elements was important - Bhartiya City had to be positioned as a city with a vast array of features, facilities and advantages without confusing the audience by overwhelming them with the enormous range.

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