Bengal Shrachi Housing Development Limited has recently launched a new television campaign as a part of their brand building exercise to connect better with its consumers. BSHDL is a prominent name in real estate in eastern India and the company is coming up with several new projects.
Conceptualised by Rediffusion DY&R in Kolkata, the ad film emphasises on strengthening relationships within the family at one level, and between the buyer and the space provider on another level.
According to Rediffusion DY&R Kolkata Creative Director Ruma Dasgupta, “Most property advertisements portray swimming pools, bungalows and manicured lawns. We wanted to break away from the clutter and thus approached the mandate given to us by the client from the consumers’ point of view.”
“When a buyer moves into a high-rise apartment, he or she may feel isolated and may miss the warmth of the neighbourhood environment. We wanted to emphasise on bridging this gap and have tried to give an emotional hook to the film by capturing the excitement of setting up a new home or celebrating different joyous moments of life. The swimming pool or landscape gardens are only in the background,” Dasgupta explains.
Dasgupta elaborates that they have tried to capture Kolkata’s sensibility by using a couplet that is recited and not sung in the typical form of the jingle. “Aastha, which means trust, being the single most important word in the text, tries to take into account all the apprehensions that a buyer may harbour in his mind.”
Sabyasachi Sengupta of Ginger Water Films has directed the 30-second TVC. The film is currently running in multiplexes and is slated to hit the television shortly.