Kavya Grandeur Thane

OBJECTIVE:

With prices starting from Rs. 48 Lakhs onwards, Kavya Grandeur Thane was an affordable housing project that offered Studio, 1, 2 (Gold & Platinum), and 2.5 BHK apartments with lifestyle amenities. The main goal of this campaign was to ensure brand recall and attract potential buyers from the target audience. The secondary objective was to leverage the star power and dependability factor of quality work symbolized aptly by Bollywood film star couple Riteish and Genelia Deshmukh as brand ambassadors to endorse the project.

CHALLENGES:

Market Competition: Several affordable home developments were competing for buyers’ attention in Thane’s highly competitive real estate market.

Perception of Affordability: Convincing potential buyers that Kavya Grandeur was genuinely affordable without compromising quality or amenities was challenging.

Recall and Differentiation: It was crucial to design a campaign to stand out from the competition and be remembered by potential customers.

Celebrity Endorsement: The biggest challenge was to select the right celebrity whose image matched the project’s values.

SOLUTION:

Celebrity Endorsement:
To overcome the challenge of securing Riteish and Genelia, a comprehensive pitch was made to them, highlighting the project’s affordability, quality, and lifestyle amenities. Their relatability and mass appeal made them the perfect choice to endorse Kavya Grandeur Thane. Once they agreed, they became the face of Kavya Grandeur.

New Project Logo:
A new logo was designed for the project, incorporating elements that reflected its grandeur and spacious lifestyle.

Launch of Outdoor and Press Ads:
A multi-channel advertising campaign was started, featuring press ads in prestigious newspapers and publications and outdoor billboards at key Thane locations. These advertisements showed Riteish and Genelia endorsing Kavya Grandeur as a perfect house for everyone.

CAMPAIGN OUTCOME:

Increased Brand Recall:
Using celebrity brand ambassadors, Riteish and Genelia significantly increased brand recall and awareness among the target audience.

Positive Perception of Affordability:
Through the campaign, potential buyers began perceiving Kavya Grandeur as a genuinely affordable housing option with best-in-class amenities, dispelling doubts about quality and dependability.

Higher Engagement:
The new project logo and marketing campaign attracted many queries, site visits, and a high degree of involvement on social media platforms.

Successful Sales:
The campaign translated into increased site visits, inquiries, and successful sales. The project met its sales targets within the expected timeframe.

Enhanced Reputation:
The association with Riteish and Genelia added credibility and trustworthiness to the project, addressing concerns about affordability without compromising on quality.

In summary, Riteish and Genelia’s involvement as brand ambassadors and a clever advertising strategy was vital in helping Jupiter Landscapes’ Kavya Grandeur Thane achieve its investment and sales goal and enhance brand reputation and recall. The project positioned itself as a luxurious yet affordable home choice, ultimately contributing to its success in Thane’s cutthroat real estate market.

Logo
Launch Outdoor
Press AD

LOGO

LAUNCH OUTDOOR

FULL PAGE PRESS AD