Top Story

Home >> Digital >> Article

LinTeractive creates innovative omni-channel campaign for Rohan Builders

01-April-2017
Font Size   16
LinTeractive creates innovative omni-channel campaign for Rohan Builders

Rohan Builders of Pune are among the first real estate companies in India to introduce a ‘Price Protection Policy’ back in 2008. The policy ensures that if the market price of the property bought falls, Rohan Builders refund the difference to the consumer. They have re-introduced this policy, in the wake of current market conditions.

While this policy is immensely relevant in the current market, it typically gets buried in the fine print of the legal documents and is left to the sales personnel to explain (or ignore). To put spotlight on Price-Protection, LinTeractive recently unveiled a digitally-led initiative, Price-Protected Sabziwala (vegetable vendor). At this shop, you get price-protection on vegetables, even on small fluctuations in the market.

The campaign kicked off with a series of prank videos set in Pune called ‘Aaj Ka Bhav’ (the rates today) by the popular comedy group STFU18. In the series, vegetable vendors in and around Pune were asked if they would return money to consumers if vegetable prices fell. OOH and social media are being deployed to communicate Rohan’s price protection policy.

To push the idea further, an online vegetable store, #PriceProtectedSabziwala (www.priceprotectedsabziwala.in) has been launched, where people can buy vegetables with a price protection guarantee. Physical vegetable stores on the same lines have been setup in retail malls of Pune. The buyers of veggies from these stores are notified via SMS every time prices fall, and they can claim a refund of the difference online. The website goes on to introduce Rohan’s Price Protection Policy inviting buyer interest.A stock exchange-like price ticker for the vegetable market has been created as a mobile utility.

Abhishek Bhatewara, Director Sales, Rohan Builders, said, “In the current state of the real estate market in India, the home buyer is anxious that house prices may fall, delaying their buying for a later date. At Rohan Builders, we understand the buyers’ hesitation in committing their hard-earned savings to buy a house right now. LinTeractive has come up with a very simple and effective way to make people relate to this policy—an everyday fluctuation we all live with—the prices of sabzi. We’re trying to trigger in the minds of the consumer that buying a home with Rohan is something they should consider without fear as their investment is protected from any downturn in the market.”

Within three days of going live, the campaign has generated enormous buzz in Pune. It has crossed 3.5 million (all organic) and is garnering attention from local media. In fact, RED FM RJs even visited the vegetable vendors and talked about them at length in weekend programming.

Vikas Mehta, Group CMO and President – Marketing Services, MullenLowe Lintas Group, said, “To put spotlight in a blind spot (price protection by a real estate company in this case) is always an interesting marketing challenge. These are hard times for the real estate business and I commend Rohan for thinking digital-first. Sumanta and the team at LinTeractive have done a great job of executing the idea seamlessly in an omni-channel manner. To see measurable impact on the clients’ business in such a short period since the campaign went live with an improved CPL, is truly heart-warming.”

Over a hundred potential customers have already come forward with interest in buying properties from Rohan Developers. More leads continue to pour in as the campaign progresses.

Sumanta Ganguly, Executive Vice President, LinTeractive, said, “Inherent to our approach has always been the effective understanding of the consumer journey’s to use the effective touch points to enable specific action. The omni-channel campaign has been created using touch-points including physical and digital experiences (on ground, web and mobile), conversations on social media, video content and OOH. In #PriceProtectedSabziwala, while awareness was driven through outdoor and radio, use of videos to bring to life the fluctuating prices in vegetable markets helped the idea gain traction and SMS with money back demonstrated Rohan’s brand promise.”

Tags LinTeractive Rohan Builders policy price protection PriceProtectedSabziwala STFU18

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE LOKMAT MAHARASHTRIAN OF THE YEAR AWARDS 2018 RECOGNIZE EXCEPTIONAL TALENT CNBC-TV18’S INDIA BUSINESS LEADER AWARDS HONOUR HIGH-ACHIEVERS, OUTSTANDING LEADERS AND TOP VISIONARIES

Gaurav Dua, Executive Director, Relaxo Footwears talks to exchange4media about the brand's re-branding, marketing strategy, future plans and much more

The brand through its campaign is helping Indian professionals imbibe the new work-culture while making an effortless style statement at their workplace

In this campaign, the brand MRF tyres intends to communicate their proposition of 'comfort made more comfortable'