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

The Challenge & Opportunity:  Real Estate is a highly cluttered category and a typical newspaper issue had a number of players offering similar products. There was limited differentiation between brands and products and Real Estate advertising typically also followed a standard format.  Focus group research showed that credibility for real-estate ads was minimal with readers discounting most of the communication and relying on the evidence of their eyes at site visits, past track record of the builder and word of mouth. 

An Integrated Approach to Breaking through the Clutter: There was close linkage between the product design and positioning, the marketing collateral and communication strategy.  The product was designed to be so good and address customer needs so accurately that it could “sell itself”.  The role of the campaign was to make Nikoo Homes and Bhartiya City top of mind and generate site visits.  At the site a unique 40,000+ sq feet Discovery Centre displayed life-size flats and multimedia tools to walk potential residents through the making of the city.

Creative Route: The creative challenge as per Wieden+ Kennedy, Delhi, was to capture the feeling of living in a City the likes of which has never been seen before.  ‘City of Joy’ captured the thought of simple pleasures brought to life through complex design and planning- the crux of Bhartiya City’s vision. The thought was brought to fruition by W+K with a stunning, true-to-scale image created by illustrator Rod Hunt for the launch campaign as well as across integrated media such as press, OOH, sales collaterals, films, the website and installations at the Discovery Centre.

Also Read: 6 Tips Every Entrepreneur Must Know About Real Estate