Challenge
What happens when a client challenges your sense of humour? Well, you wit them out but only if you are a freelancer. Fortunately, we were a freelancing agency at that time, so we didn’t hold back. We were tasked to come up with a launch campaign for an affordable residential project called Kaveri Soham Vivanta by A.shridhar Group – one of the prominent realty groups of Gujarat.
The brief was simple, communicating common USPs (yeah, location, amenities, and all boring features, you can think!) of the said project in an unconventional way.
Insight
After daaaays of research on the project and the TG (middle-class Gujarati families), I found out 2 insights that were going to create a bang in the real estate industry of Ahmedabad. t.
Insight #1
The construction of Kaveri Soham Vivanta had a great cross-ventilation.
(Thank lord! I had some understanding of construction plans & layouts)
Insight #2
Gujaratis connect more to vernacular content than English despite being well-educated.
(You might have heard, “AAPNU GUJARAT!” Yeah that kind of feels)
Idea
As the entire campaign’s success depended heavily on outdoor advertising, catching eyes was necessary. Keeping both insights in mind, I picked Hinglish language as the main tone of voice and it resonated with Ahmdavadi families
“Jabbar” is a common Gujarati slang word to describe any object, situation, or life as something remarkable and larger than life. By making it as the focus of the campaign, I was able to communicate the project USPs like no other brand has ever done before!
Outcome
Total Leads 1,488
Total Reach 206,117
Total Impressions 826,992
Total Engagement 9281
Site visit 200+ visits per day during the launch week
