The Approach: As Maitreya Realtors & Constructions Pvt. Ltd., a renowned name in the real estate development fraternity, already had a strong foothold in the interiors of Maharashtra, it was necessary to strategically launch the brand and spread awareness to investors in Mumbai.
In synch with the first ever iGBC Gold pre-certified green project in Nashik, the name Maitreya Greens was smartly conceived. Taking inspiration from the site’s location at Pathardi, an emerging hub in Nashik comprising of many manufacturing, IT companies and educational institutions, Pathardi was repositioned as Upper Nashik to grab investors’ attention. The entire campaign showcased Upper Nashik as the new hot-spot offering ultramodern lifestyle amidst verdant surroundings plus price benefit. In order to highlight the brand’s presence in Mumbai, Bollywood celebrities, Sridevi and Boney Kapoor, were invited for the project’s inauguration.
The Result: The campaign created the right buzz for the project and the pre-launch successfully opened avenues for discussion among buyers and investors. Bollywood celebs Sridevi and Boney Kapoor were sufficiently impressed by the project’s use of eco-friendly construction material and holistic lifestyle so as to book the first flat. Maitreya Greens received a record number of bookings, leads and footfalls.
Service rendered: Nomenclature, Identity, Campaign idea, Launch Event, Radio, OOH, Print, Collaterals & PR.
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