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

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.

An integrated media campaign orchestrated by Lintas Initiative ensured that the campaign was visible across print, outdoor, buses, radio - each with its own distinctive story, yet aligned with the master communication plan.  Activation was a key and unique element to position the City - within 3 months the grounds had played host to Slayer, Santana and Guns ‘n Roses.  The promotion and subsequent concert attendance ensured that Bhartiya City was on the map.

During the launch and subsequent days over 1000 people visited the site daily and conversion rates from those visits have far exceeded industry average.

Jessie Paul of Paul Writer who advised Bhartiya on marketing effort had the following to say “A key factor has been focusing on building the product and brand with the belief that sales will follow.  Some of the elements - like concerts - are unique to our marketing mix and have enabled a rapid ramp-up of awareness. “

According to Subhas Warrier, EVP, Initiative, Bangalore, the consumer insights analysed on a typical property purchase scenario in Bangalore helped us establish the role for a multi-media strategy that included a gamut of channels, Newspapers, Radio, Outdoor in combination with Digital playing a very important role.  Outdoor played a crucial role in addressing the IT catchment area in different parts of the city. We were able to provide sound communication plan that cut-thru the clutter and reached out to our potential customers in the most cost-effective manner.

The net result of the campaign was a record sale in comparison to the industry and creation of ‘Bhartiya City’ and ‘Nikoo Homes’ brands, which are already well entrenched in the real estate development market in Bangalore.

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