In terms of clients, how have they evolved over the years?
The client has to evolve as growing number of different mediums are getting introduced. Reaching the masses and taking their feedback is very important. In real-estate, the top developers understand advertising and creating a value system. For instance, Lodha has given an upmarket positioning to its brand through a very thoughtful branding campaign. Other prominent developers like Rustomjee and Hiranandani have done the same.
Let’s talk about your association with Rustomjee
It was like a typical agency pitch. The brief was that Rustomjee wanted to create child friendly properties as most families search for house keeping in mind the facilities and amenities available nearby and within the complex for their children. So we came up with the idea of “Childhood Available” campaign that focused on child-friendly principles in a print and outdoor advertising. In fact, the developer aligned their products taking care of smallest of details like height of the switch, rounded corners etc. in their projects to align with the campaign concept.
Another campaign ‘My Space’ creative is all about inspiring individuals to pursue their hobbies and make space for friends and family and more. Such as, the performance deck - a great way of reliving one’s college band days, of singing or playing a musical instrument for an intimate audience, the ballroom - to take up salsa or a classical dance form like waltz or foxtrot and the aqua-gym - designed to get inspired for work out. Rustomjee provides these spaces in its new project and we highlighted the same through the outdoor and print campaign.
It’s been eight years of my association with Rustomjee and the best part of our working together is that they are very professional as a real-estate developer, they believe in delivering a quality product and are open to experiment with new ideas.
Is the advertising changing for the real-estate?
Real-estate advertising is still very clichéd and traditional in its approach. The campaign focus is still on the building and the facilities and that is why the creative depict building picture or a swimming pool, etc. with a lot of text on price, facilities, amenities and so on. What is important to understand is that what we are selling is dreams and aspirations. The campaign needs to tap into the emotions of a buyer. Today’s consumer understands the advertising gimmick. The real-estate advertising needs to change, few top developers are already doing that an d rest will follow suit.
