Godrej Properties’ campaign personifies the brand as a friend

Lalit Makhijani, Chief Marketing Officer, Godrej Properties, talks about the campaign ‘Easy Beginnings’, its integration and challenges involved

by Noel Dsouza
Published - Jun 7, 2019 8:43 AM Updated: Jun 7, 2019 8:43 AM
Godrej Easy Beginnings Ad Campaign

‘Easy Beginnings’, a campaign by Godrej Properties, has been launched across six cities in India. The initiative will run across 30 projects in Mumbai, Delhi, Bangalore, Chennai, Ahmedabad and Pune. 

Creative Land Asia conceptualized this 360-degree integrated campaign under the leadership of Sajan Raj Kurup, Founder, Creative Chairman, Creative Land Asia.

The aim of this campaign was to aid prospective home buyers with deferred investments. Under this scheme, a customer pays up to Rs 5 lakh as the initial booking amount and the rest on possession through financing partners - Axis Bank and Home Capital.

This initiative has been launched keeping in mind the entry barrier faced by customers because of high booking amounts. Moreover, in an under-construction property, the customer has to manage both the pre-EMI and the rent that one would be paying on their existing residence.

With this brand value at the core, Godrej aims to leverage the Easy Beginnings ad campaign. 

We, at exchange4media, spoke to Lalit Makhijani, Chief Marketing Officer, Godrej Properties (GPL) about the production and execution of the ad campaign. 

Insight and the brief
The first major step towards the home-buying journey for a customer is the down-payment. This acts as a major deterrent and most customers back out with the fear of a huge down payment. This is where we, Godrej Properties, step in to help them out with this hurdle and make the start easier through our offering.

Integration of the campaign
The campaign is a 360 degree-integrated marketing campaign. The concept of Easy Beginnings was extended to print, outdoor, digital, radio and BTL activities. 

How does this ad campaign increase the brand value of the company?
Real estate is a high-involvement segment. By personifying us as a friend who has the customer’s back and the family who helps them get on their feet, the emotional association of the customer with us improved. The use of children in the ad film also in a way helped bring a sense of credibility to the brand.


Challenges while producing the ad campaign 
The translation of a tactical campaign to an emotive concept of relevance was a challenge.


What is the message you want the target audience to take away?
With Godrej Properties having the consumers’ back, owning a home is now a pleasant experience with an easy start.
 
You can watch the campaigns ad films here: 

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