The Approach: PC Realty, the esteemed realtors from Bengaluru, were launching their new project – Amansara, a unique plotted development in Yelahanka, situated in the midst of serenity and lush greenery on all sides.
To position Amansara as an exclusive property, we decided to build an overall brand integration at every touch point. The name Amansara is a blend of two Sanskrit words, ‘Aman’ (meaning ‘peace’) and ‘Apsara’ (the heavenly nymphs of Hindu mythology)
We wanted to carry this peaceful element in every inch of our communication and lead viewers through a brand experience. The visual identity therefore had to be minimal and pristine.
Amansara was defined with a line drawing of a Dove with a leaf stem as its Brand identity, since the Dove symbolises peace and the leaf stem to communicate the green environment one could wake up to everyday. Various extensions for brand experience were then created to extend the brand identity. Product collaterals also carried the same theme of minimal elements.
To attract an HNI audience, a unique direct mailer was created. Keeping in mind that the project had to convey “peace and serenity”, the communication caught the eye as it was in direct contrast to the chaos-filled life of the Bangloreans. An opening leaf showed the high decibels of volume across various areas and finally zeroed in on the need for a tranquilizer like Amansara. Print campaign and Outdoor campaigns were created to attract footfalls, enquiries and bookings. Social media posts also carried the project theme of “peace and serenity”.