MxMIndia

Tag: real estate

  • XRBIA Developers initiated a social media campaign wherein they created their Facebook page as a tourism destination

    Xrbia goes social to promote project

    By A Correspondent

     

    XRBIA Developers’ aim was to bring consumers closer to realizing and living their dream of an idyllic house in a dream country. This was the genesis of XRBIA’S dream campaign. The idea was to create a country which was perfect, where people were happy; there was no rush; air, water and environment was clean. And thus giving shape to the idea, XRBIA went in for a threefold strategy: The team started with a teaser launch promoting XRBIA as a country, which lead to the press conference announcing XRBIA as an affordable housing developer and finally moved to launch the first project at Hinjewadi in Pune.

     

    XRBIA Developers initiated a social media campaign where they designed their Facebook page as a tourist destination. XRBIA engaged users with tidbits about the country’s cultural nuances, including its culinary habits, nightlife, and so on and so forth. This engagement program started with a unique contest of “where in heaven is XRBIA?” This campaign drew a lot of interaction with almost everyone having an opinion on where XRBIA was located. This set the ground for the rest of the campaign where the developers shared more information about XRBIA and the life there.

     

    The outcome of the campaign resulted in about 30,000 likes, which is commendable, as the teaser ended on June 20, barely 4 days after the launch. Since then, there have been more than 4 million page views and 1.3 million unique visitors on the Facebook page.

     

    This is a first-of-its-kind campaign, especially for a real estate brand. The concept of promoting XRBIA as a country was initiated with the thought of running the teaser campaign as a tourism campaign where people are invited to experience the country. The line “Visa on Arrival” was coined to invite people to visit XRBIA. This idea behind the thought was that once the teaser campaign was over, the real estate brand would be revealed and people would be invited to stay at their dream destination.

     

    Before XRBIA was unveiled as real estate company, many of the interactions on Facebook were about people asking where the new country was, some even asking if it was a rebranding campaign by Serbia. Some even applied for a job in the country. The high amount of interaction reinforced the success of the campaign.

     

  • Clear Channel Mudra launches an innovative outdoor campaign for Tata Housing Development Company with the theme of Uttarayan

    Clear Channel Mudra & Tata Housing celebrate Uttarayan

    By A Correspondent

     

    Tata Housing Development Company Limited, recently announced their foray into the Ahmedabad real estate market with a mega township in partnership with Arvind Mills. As is the norm inGujarat, with respect to new developments and acquisitions, the timing of the launch was in sync with Uttarayan, which is a major highlight in the cultural calendar of Ahmedabad.

     

    The objective for Clear Channel Mudra was to launch an innovative outdoor campaign to announce the brand’s entry into the Ahmedabad market, and create opportunities for the Uttarayan spirit to be brought out in the creative renditions.

    Fittingly, the creative message was kept simple and succinct – Now Uttarayan will be Grander!!

     

    An innovative outdoor campaign with the theme of Uttarayan, was carried out at key locations acrossAhmadabad. The campaign was executed using hoardings that were creatively fabricated in key locations to give 3D effect. Cut outs of Kites and a Kid Flying the kite were installed on Hoardings to give a 3D effect. A life-size kite string holder was fabricated and installed on a mobile van to make a connect with the festival and join in the celebration.

     

    The launch concept was meant to highlight the excitement of millions of kite enthusiasts’ who pitch themselves on their rooftops, sending up waves of flying kites which overwhelm an otherwise deep blue sky. Through this campaign, Tata Housing joined in the celebrations, adding to the excitement and build-up to the festival.

     

    Rajeeb Kumar Dash, Marketing Head, Tata Housing, said: “The timing of the unveiling of the campaign has been the most important factor, given the Amdavadi’s love for kites. The colourful layout of the hoarding captures its vibrancy and energy, symbolizing the spirit of people during this festive season. Clear Channel Mudra did a good job in coming up with these innovative ideas and executing the same to provide us the desired results.”

     

    Arun Rogha, Group Account Director – Clear Channel Mudra, said: “Tata Housing as a brand has many diverse offerings for various customer segments. Therefore, we consider each project as individual challenge, and the planning and strategy required is tackled on a case to case basis. The challenge was to use the OOH space to maximize the scope of pure branding which stands out from the clutter in the market and hence cut-outs of kites were installed on hoardings to gain high impact and generate buzz for the upcoming launch of theMegaTownshipand celebration of Uttarayan.”