Industry
Real-Estate
Task
Building brand identity, Company logo, project logo, developing core principles like values, mission and vision, designing marketing collaterals like brochure, leaflets etc, campaign strategy, onsite branding, office branding, ad design, outdoor planning and designing, website design, digital planning & lead generation program
About the Company
The so known distant & disconnected Thane is no more far and ordinary. In fact with rapid urbanization the population of Mumbai & other cities is shifting to Thane, especially to satiate their need for luxurious living. While Thane West has already raised the bar for bespoke luxury, Viraj Heights promises an overwhelming experience even in Thane East. Viraj Ventures, a real estate development company has hit the headlines many-a-times for their projects in Bhiwandi, Pune, and Khopoli. Their next level luxury has seen the light in Thane. Lavish residences with intelligent design, breathtaking elevation and smart features in this 40 storey tower are embellished with everything one needs. Chic amenities, convenient location and easy connectivity of this exclusive high rise in Thane East has set the benchmark for others and offered a landmark to Thane.
The Challenges
“Unless words get a voice they remain unheard”. Such was the tale of Viraj Heights, they had consummate potential, exclusivity and finest offering, but they wanted to be heard, seen & known. That’s where we stepped in.
While Viraj Ventures was busy erecting its legacy, we went about building their brand presence. They wanted to create a buzz in the market and reach out to their prospect customers. The biggest challenge was to outwit the three big players in real-estate sector who were also launching their grand projects in Thane around the same time as Viraj Ventures. It was a tough task to charm the target audience in the presence of these biggies, yet we did it!
The Solution
Understanding core proposition and identifying the concern was the first step in our strategy generation model. A profound analysis led us to actionable insights, followed by a long—term plan, which began with building a brand identity for Viraj Ventures.
Pre-launch
We brainstormed to find a suitable name, defined the personality of the project and then chose appropriate colour scheme to design their brand deliverables. We picked shades of grey, blue & white as they symbolize poise, infinity & elegance respectively. On one hand we began the making of corporate identity & brand philosophy while on the other we were preparing for a pre-launch event.
Viraj Heights set up an office in Thane with trained staff. We took care of its instore branding and also of the branding on-site. This brand’s first impression caught customers’ sight as it was classy and captivating. We connected with some eminent Channel Parents, conducted successful meets and made intelligent use of their network and space for merchandising. From print to web to direct mailers to events & conferences, Viraj Heights was scattering its magic just everywhere.
Launch & Post Launch
Then arrived the launch phase, where we again opted integrated marketing communication to communicate with prospect customers at various touch points. Our geo-targeting approach and festive campaigns were the key role-players. During the post-launch phase we went heavy on creating videos for Channel Partners along with what’s-app marketing. We offered a complete personalized branding experience through our videos to the future customers. This added an aura of trust, confidence and credibility to the brand. Being a new entrée in the builder fraternity of Thane too we gained great response in the investor market. Customers exhibited interest in witnessing the life-size floor plans, knowing more about the amenities etc.
Our quest doesn’t end here, we are gearing up to sparkle with more customers, more success during Diwali…
The Result
‘The true worth of beating challenges is measured by the achievement of targets.’
Certainly, we achieved the decided targets and that too at an economical price. Our integrated marketing strategy & execution were so well thought that within 3 months of its inception, customers walked-in to see the project.
There’s more to your surprise…‘Viraj Heights’ bagged two prestigious awards:
The best upcoming project in Thane East, awarded by Accommodation times &
The iconic project award by Times Realty.
What better recognition than winning awards and customers, both in one go!
