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.