With the phenomenal influx of real estate projects in Pune in the recent years, the rise in advertising frequencies and budgets of developers has seen an equally phenomenal growth. The city, in consequence, has been witness to a number of launches of big and small residential and commercial projects and their corresponding advertising campaigns. Some have been memorable and some, well….
When SRK developers approached us with a vision of a project early in 2008, we had an immense challenge. Not only had we to make appealing launch and follow-up campaigns, we had to make it clutter-breaking; to give something to the audience and the prospective customer something he would remember…for a long time.
The brainstorming sessions began right at the inception phase. The architects, visualizers and creative heads along with the marketing strategists tried to narrow down to something that Puneites had never had a taste for. Apart from all the regular features of luxury residential projects, this one thing had to be ‘hat ke’. Capitalising on a common passion did the trick and the cricket ground amenity was born.
Gully Cricket, as cricket commonly played in localities is called, was made the buzzword and the campaign was built up around it. Introducing this simple luxury with a day & night facility twist was sure to win a people of this cricket crazy country over.
Firstly, the name Oval Nest was chosen for the project. Apart from being strongly reminiscent of Cricket, was also suggestive of comfort. The sport with comfort spirit was thus infused.
The campaign began with teasers of a predominantly cricketing theme. Since the launch time coincided with the first ever Indian Premier League matches, capitalising on the new found cricket fever was just the right thing to do for promotions. It would ensure strong associations and would make the brand recall value very high.
A variety of media vehicles were used for the campaign which included newspapers, hoardings, digital and print brochures and the likes. But the major chunk of ads was placed in local newspapers with high readership and outdoor hoardings since the target group was mostly local. Radio spots, like those impersonating the voices of famous commentators were also made, in keeping with the cricket theme. Though the style and standard were kept intact, the messages were given out in both, English and Marathi, so that the appeal would be widespread. In addition, a welcome kit was especially designed for the ‘booking’ customers that consisted of cricket memorabilia – a sunhat, a t-shirt, a pen and of course, the corporate brochure.
A radio and a newspaper launch ad and subsequently, a series of follow-up ads spaced across a week made sure that Oval Nest would not only made a small mark but scored a classic hit!
