Tata Housing takes the experiential route to promote La Montana project

Apart from the Spanish-themed experiential marketing campaign, print, outdoor & social media platforms are also being used; ad spends pegged at Rs 1 cr

e4m by Deepa Balasubramanian
Updated: Jul 15, 2013 8:26 AM
Tata Housing takes the experiential route to promote La Montana project

Tata Housing recently initiated its Spanish-themed experiential marketing campaign, christened ‘Spain to Spain’, to promote its La Montana housing project. Located near Talegaon in Maharashtra, La Montana is a Mediterranean-themed development designed by US-based architects F+A.

Brand Promotions, the official events agency for the campaign, organised an event on July 14, 2013 exuding Spanish aura, involving several activities such as the well-known La Tomatina festival with artificial tomatoes, bull fighting, flamenco dance art and more.

Commenting on the events plan, Sunil Kutty Menon, Director, Brand Promotions said, “The challenge was the weather and creating a set-up for the carnival. Considering the fact that the area was small, we needed to create an experience for the customers with the Spanish customs, along with multiple performances and games. The layout management was the key element that we looked at.”

Brand Promotions has conducted several events for Tata Housing in the past.

Tata Housing is reaching out to consumers and prospective buyers through print ads, outdoor medium, and digital and social media. Everest Advertising is the creative agency, while Percept is taking care of the outdoor activities. The ad spends for this campaign is pegged at around Rs 1 crore.

Commenting on the ‘Spain to Spain’ campaign, Pawan Sarda, Head, Marketing and Product Development, Smart Value Homes, a subsidiary of Tata Housing, said, “The rollout of the ‘Spain to Spain’ campaign by Tata Housing is one of our extensive marketing initiatives aimed at giving existing and prospective buyers a feel of real Spain neighborhood.”

He further said, “Creating an experience for the customers is crucial and so we chose experiential marketing, through which they will be able to visit the place and experience a Spanish fiesta in India.”

Spain Tourism has partnered with Tata Housing for this campaign. Arturo Ortiz Arduán, Tourism Counselor and Director, Tourism office of Spain in India said, “We are very happy to be associated with Tata Housing’s event that celebrates the spirit of Spain. For us, it is another opportunity to introduce Spain in India.”

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