Tata Housing Development Company (THDC), one of the leading real estate development companies in India, announced its plan of launching ‘The Grand Indian Home Festival’, a national campaign applicable on 16 projects across India on the occasion of India’s 72nd Republic Day. Designed keeping in mind the expectations of homebuyers, the campaign aims to ease the cost burden on homebuyers so that they have the freedom to invest in their dream home.
The home festival comes with significant benefit of upto 7% in the form of registration charges, timely payment and possession benefits and benefit on other charges like floor rise, preferred location charges on projects ranging from Rs. 20 Lakhs to Rs. 6 Cr located across 10 cities. The home festival went live through a DigiMeet which witnessed participation from over 800+ channel partners from across India, UAE, Australia and UK. The campaign will be marketed using a 360-degree marketing approach with planned ATL and BTL activities, the media plan being a combination of print, outdoor, digital, SMS & database marketing.
Speaking on the launch of this campaign, Sanjay Dutt, MD & CEO, Tata Realty & Infrastructure Limited said, “2021 comes with a few visible green shoots of recovery. As the Government continues to work towards providing relief to the sector by enabling homebuyers to borrow at sub 7% interest rates and launching benefits extended for affordable homes, we as a Tata Group Company, wanted to contribute to the same. Continuing our dedicated efforts towards addressing the homebuyer’s needs, we have designed this offer to ease the financial burden that often comes along with investing in homes. We hope The Grand Indian Home Festival will allow the homebuyers and the sector alike, to usher in the new era of the country on a positive note- with a new home and renewed hopes.”
Sarthak Seth, Chief Marketing Officer, Tata Realty & Infrastructure Limited, shared that “The Covid- 19 pandemic led to the adoption of digital into all aspects of life including marketing and communication strategies as the World became a much smaller place. As customer-first company, and with advancement of technology, we are able to give seamless experience to our customers from Pre to Post purchase whereby connecting with our homebuyer’s based in both domestic and NRI market through creation of assets such as marketing tours, sample flat tours, walkthroughs to showcase our ready projects, Online booking & documentations. With the changing market conditions and ease of movement restrictions, we have been extremely swift in adopting 360-degree marketing approach and expanded our online and offline footprint. To enhance the physical home buying experience in TGIHF (The Grand India Home Festival) we are creating ‘Happiness Zone’ across all project sites where homebuyers will also have a chance to win exciting gift vouchers up to 6 Lakhs during on-site booking.”
Further adding, Amit Parsuramka, Chief Sales & CRM Officer, Tata Realty & Infrastructure Limited said, “As everybody across the globe, we too, at Tata Housing wanted to bring in 2021 on a grand scale and have thereby introduced ‘The Grand Indian Home Festival’ over a successful DigiMeet held on 13th January 2021. Tata Housing’s national presence has allowed us the chance to run this campaign over the country so that our homebuyers are able to purchase their dream home in the location of their choice. To reach out to prospects across the country, we have ensured the use of multiple sourcing channels like channel partners, existing customers through referral & loyalty events and Tata Employee Sales initiatives. Launched in an effort to enhance demand, we are hopeful this campaign offers homebuyers the financial relief that they have been looking forward so that that owning a home is no longer a burden but a lifetime of happiness.”
