“Alta Monte radio campaign results were overwhelming with the radio jingle registering in everyone mind”
Bharat Dhuppar, Chief Marketing Officer, Omkar Realtors on winning the award winning campaign What was the idea behind this campaign? The idea was unique. We have been seeing families staying apart miss out on proximity, intimacy and everyday precious family-moments whether it is dining, direct conversing, joint meetings, emotional and joyful moments and the profound experience of ageing together. What used to be a regular get-together, has become a once-in-a-while reunion. Over the years they start losing the touch with their loved ones when they start living separately. Through this campaign we wanted to highlight the importance of space and joint family values and how family plays an important in every individual’s life. What went behind bringing it to reality? Well for us the target Audience was clear and hence as the project being located in Malad, and offering 5 BHK units connecting to this TG, different from the overall TG of the project. Hence, we identified the TG to be Gujarati businessmen who still stay in joint family system with their own set of values and emotions. The messaging was clear – now no more compromise by way of buying 2 different apartments and combining them and no need to stay apart from your family. Come bring your joint family to stay in Omkar Alta Monte. What were the hurdles that you had to overcome for its success? Shortlisting of a voice to connect to the right audience was a must and we zeroed into Manoj Joshi leading Bollywood and television actor to lend his voice for the radio jingles which were Hindi jingles with a Gujarati emotional words towards connecting the family. His easily recognizable voice brought relevance to the TG. It was difficult to get his time for recording the jingles, due to his busy shooting schedule for the epic teleserial Ashoka. What results did you achieve for this campaign? Alta Monte radio campaign results were overwhelming with the radio jingle registering in everyone mind. The voice of Manoj Joshi for the Alta Monte radio jingle became the talk of the town. This resulted in more than 100 plus inquiries alone during the campaign period of two weeks with a very good conversion rate. Has it raised the bar of expectation for your future marketing campaigns? Let me tell you that Omkar Realtors was the first real estate company to try radio jingle for the very first time in order to take Omkar Alta Monte and its offerings (amenities) to the masses way back in 2013. The radio jingle spoke about the amenities offered in Alta Monte in a very friendly manner explaining the benefits of these world class amenities offered in this project and missed by all till now.
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