Tata Housing has assigned the creative duties for its residential complex, Raisina Residency, to O&M Mumbai. Raisina Residency has also roped in veteran cricketer Kapil Dev as brand ambassador, who will be featuring in a 360-degree campaign, involving print, radio, outdoor, online and ATL activities, that is breaking on October 8.
Rajeeb Dash, Senior Marketing Manager, Tata Housing, said, “Tata Housing is the leader in the housing category. Therefore, it has an inherent synergy with the legend, who brought the World Cup home. Raisina Residency is a differentiated offering providing our customers a great lifestyle and we envisage it to be a trendsetter in terms of theme based projects. We are thrilled with this association as Kapil embodies the spirit and further enhances the positioning of our luxury offering.”
Speaking exclusively with exchange4media, Kapil Dev said, “The Tata Group speaks of an illustrious background and it is an honour to represent it. The fact that the Raisina Residency takes refuge in my homeland Haryana also drove me to support the property.”
He added, “Who won’t want to be part of the Tata conglomerate? Tata has put our country on the global map and I feel privileged to be associated with it. I have already booked a home for my family at Raisina and would like to invite all to be my neighbours.”
Meanwhile, speaking about the campaign, Samrat Bedi, VP - Client Servicing, O&M Mumbai, said, “The brief that we got from Tata was to position the property in a way that exhorts the life and culture around the residents. To simply put it, the ambience around you helps you to get in touch with facets of your personality you weren’t even aware of. You discover a surreal side of yourself and hence ‘Surprise yourself’.”
“Kapil Dev works as a ‘stopper’ for people. They wonder what he’s doing endorsing a residential property. But the holistic aesthetic appeal of art forms and murals facilitated by the property, combined with the proposition of surprising yourself, gives a synergic proposition,” Bedi added.
Designed by Aedas, one of the top five architects in the world, Raisina Residency has been pre-certified ‘Green Homes’ under the guidance of Indian Green Building Council (IGBC). The key features of a green building have been taken into account while designing and layout of the complex.