TRUE CHARACTER OF A BRAND REVEALS ITSELF IN CRISES

TATA Housing responded to the pandemic situation by simultaneously kick starting and executing a response to COVID-19, to benefit people across various sections of the society – starting from its own stakeholders. We as a brand took the step of being compassionate and keeping connected with our customers both internal and external customers and sharing motivating messages for our audience. NEW WAYS OF MARKETING TO BUILD CUSTOMER REACH Sales team was trained to sell digitally for the first time ever. Virtual tour of all projects was created for customers. Online payments of token amount was facilitated. Call centre was fully operational under lockdown too where the agents worked from their respective homes. qahopo]\\eets conducted connecting with customers across the globe. SUCCESSFUL MARKETING CAMPAIGNING As the pandemic struck TATA Housing saw virtually no business for the first two months of the Financial Year. The brand chose to flow with the flow and started with generic soft communication over digital media. Instead of ‘hard-selling’ we made efforts to make people feel safe at home with our ‘It’s Time to Feel Home’ series of narratives. THE MARKETING TEAM IN COLLABORATION WITH THE IT TEAM PULLED THROUGH INITIATIVE LIKE DIGI-TOUR OF PROJECTS SO THE CUSTOMER WALK-THROUGHS (WALK-INS) DO NOT TAKE A HIT DUE TO THE LOCKDOWN. As India began to ‘Stay Home, Stay Safe’, TATA Housing started its first National Campaign of the COVID-struck FY 20-21 – “A Happy Place Called Home”. This resonated well with millions of Indians. In a climate of economic uncertainty and social mistrust, people were on the lookout for Ready-To-Move-In homes. With its campaign MOVE-IN INDIA, the brand not just invited Indian customers to move-in to its RTMI properties across 12 cities in India, but also welcomed the returning NRIs. Now, the nation being in a festive mood, the campaign WOW IS NOW was given a celebratory look-n-feel. WOW IS NOW zones were set up at sites where customers were given a festive experience; herein, they even won vouchers from Amazon, HDFC, Tanishq and Croma. The brand welcomed 2021 with its Grand Indian Home Festival.