‘Writing can be used effectively’
Monish Dayal, Senior Partner, Alok Nanda & Company won the award in the category of Print Campaign of the Year for No. 2 Hailey Road Launch Campaign. He speaks to Realty Plus about the campaign How do you feel after winning this award from Realty Plus? It’s nice to be recognised for a campaign that looks so unlike other real estate advertising. It goes to show that if you get the insight and the creative craft right, you will get noticed. Has it raised the bar of expectation from you for the future? Our goal is always to do stuff we haven’t done before, that works for the client. If it gets awards along the way, that’s a bonus. Do you think the jury process was transparent? I was impressed by the quality of the jury which reads like a who’s-who for the real estate industry. As such, I’m sure the process was transparent. What are your biggest trends in print campaign? Great writing and design can be used incredibly effectively in print to sell a luxury experience. More and more agencies are realising that print can still be used as an effective lead medium. How do you drive and motivate your team? The team works closely and motivates each other to find creative solutions. The most important thing is discarding the most obvious answers. What challenges do you face during print campaign? The cost of these residences is 120 crores each. Our challenge was to find a way to meaningfully address the ultra-rich, while still making the residences desirable. What is the USP of your company? We are India’s only communications and brand consultancy that focuses on the luxury and lifestyle space. We have a talented and multidisciplinary team that knows how to address consumers of luxury, whether through press, TV, environmental design or digital.
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