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Tag: Vinci Raj

  • The group is targeting to build 20 million sq ft of residential space over the next seven-eight years in the first phase of its affordable housing business plan

    Joyville showcases unboxed living experience in new print campaign

    By A Correspondent

     

    Joyville, the affordable housing segment of Sharpoorji Pallonji Group, focusses on showcasing ‘Unboxed Living’ in its new print campaign created by FCB Ulka, Mumbai. Joyville is a different venture for Sharpoorji Pallonji, which was only known for being in the luxury segment. With Joyville, they are targeting the middle income group for the first time. With the 30 acre project, Joyville offers homes starting at Rs. 21 lakhs.

     

    The group is targeting to build 20 million sq ft of residential space over the next seven-eight years in the first phase of its affordable housing business plan. These projects will be developed across Mumbai, Pune, National Capital Region, Chennai, Kolkata, Bengaluru and Ahmedabad and will be priced between ₹20 lakh and ₹60 lakh depending upon the location.

     

    FCB Ulka has created a print campaign that highlights the amenities Joyville Howrah offers, away from the hustle and bustle of Kolkata. The purpose of this campaign was to position Joyville as a preferred choice for home buyers where families ‘Live to grow’.

     

    The idea was to promise the luxury that Sharpoorji Pallonji is known for, while also being affordable for the middle class segment. The ‘Unboxed Living’ is shown with the top-view of the property with extra sunlight, air and space that one can live in.

     

    On the campaign, Cyrus Engineer, Sr. VP, Sales & Marketing – Shapoorji Pallonji Real Estate, said, “Joyville provides its residents a lot more space and gives them room to grow. The concept of “Unbox Living” thus is an apt metaphor for the move from a house with limited space to a home that is larger and more airy.”

     

    Vinci Raj, Sr. Creative Director, FCB Ulka, Bangalore, says about his campaign, “Whether it’s a luxury home, or a budget home, everybody prefers to live in a place where they get more light, air and space. We wanted to show Joyville as the affordable real estate option with unboxed living.”

     

    The campaign dwells on the high promise of spacious living with family at economical prices.

     

  • The film begins with the husband entering the house after his morning tennis session

    FCB BLR unveils campaign for Sunfeast Farmlite

    By A Correspondent

    ITC has launched Sunfeast Farmlite Digestive All Good with a TV commercial conceived by FCB Ulka, Bangalore. The film captures the quirky and endearing side of a health-conscious couple on a Saturday morning, while also informing the viewers that ordinary digestives are not what they seem to be.

     

    The film begins with the husband entering the house after his morning tennis session. The wife playfully teases him about his health regime, as she sorts her grocery shopping. He decides to participate in the fun, in turn challenging her about her health regime. The fun banter ceases when he discloses that her trusted digestive biscuits aren’t as good for her after all. Just when she’s feeling cheated by her biscuits, he introduces her to the true digestive biscuit, Sunfeast Farmlite Digestive All Good.

     

    Speaking about the commercial, Menaka Menon, Vice President, FCB Ulka, Bangalore, says, “Farmlite is ITC Biscuits’ play in the health space, and true to form they’ve come up with a winner product, that has absolutely no Maida and no added Sugar either. The new TVC aims at telling the viewer about what makes a true digestive biscuit. It encourages her to look at the back of the pack and see for herself what it is that she’s actually consuming.”

     

    Vinci Raj, Senior Creative Director, FCB Ulka, Bangalore, points, “Only when the product is so honest, can we boldly talk about it in our communication. Through this memorable ad, we aim to teach consumers how to evaluate a product, especially one directly resulting in their well-being.”