Top Story

e4m_logo.png

Home >> Out-of-home >> Article

Existing residents endorse Nahar Builders on outdoor

28-March-2013
Font Size   16
Share
Existing residents endorse Nahar Builders on outdoor

Most outdoor real estate advertisements are based on future promises, including amenities and facilities that will be introduced in the distant future. Nahar Builders, a real estate brand, has created interesting outdoor impressions in Mumbai for its flagship project, Amrit Shakti. The brand has gone ahead to use its existing residents to endorse its new project.

Amrit Shakti is spread across the 125 acre land and is perhaps the largest integrated luxury residential project currently in Mumbai.

Commenting on the campaign idea, Manju Yagnik, Vice Chairperson, Nahar Group said, “It was from a simple thought that the concept of ‘real life brand ambassador concept’ germinated. The concept involves the project being endorsed by residents who have been already staying in this township, as opposed to routine real estate advertisements which feature a celebrity, who is most probably unaware about the real experience of the project, endorsing it. We have allocated roughly 25 – 30 per cent of the marketing budget to OOH.”

The outdoor campaign is spread across various strategic locations across Mumbai. The campaign that went live in month of February is expected to go on till June.

The Integrated Brand Development division of Percept Hakuhodo has executed the outdoor campaign.

The idea behind the unique concept is to allow prospective buyers to get an insight into the experiences of living in this township from the perspective of its residents. We believe that residents, who have been staying in this township for long, are perfect celebrities to endorse it as they can most suitably describe the benefits. We are confident that we will strengthen bonds with all our stakeholders and enhance our brand image by showcasing reality and not merely an advertisement,” added Yagnik.

Apart from outdoor, the brand has used radio and print media in its current campaign.  The radio campaign has used stand-up comedy as a theme. A phased approach has been taken for the print campaign.

Tags

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends