The Background:

After spending over three decades in the luxury segment the brand, Adarsh Group, was entering the 1 & 2 BHK premium homes segment for the first time ever. The location in which this project would come up was excellent, as it was near to the airport. The plan was to launch the project in three phases over a period of time. Likewise, the first phase was launched in the year 2020. And, it was a big hit. The entire phase was sold out within a record period, of 6 months. Now, was the time to launch the second phase of the project. And, the year was 2022.

The Challenge:

Though Phase 1 of Adarsh Greens was successful, Phase 2 presented a challenge that was truly singular – the world was in the middle of a pandemic and there was a lot of uncertainty around. Hence, expecting the target audience to invest a substantial sum for a home wasn’t going to be easy. On top of it, there was some tough competition being offered from a couple of well-known developers in the vicinity.

The Approach:

Though the financial climate wasn’t conducive and there was some stiff competition coming from other developers, we knew that we’d a gem of a project on our hands. At Adarsh Greens we were offering premium homes at an excellent price point, alongside a range of spectacular amenities, like a large football ground, 5 badminton courts to name a couple. Hence campaign communication strategy was to entice the target audience to come and experience a truly millennial lifestyle that was awaiting their arrival. The campaign visuals and the headline pulled the audience in and the poem that followed got the audience really involved.

The Result:

A TOI jacket ad over the weekend, complemented by some online promotion resulted in 400+ walk-ins and 100+ bookings, in just 3 days. Clearly, the outcome was overwhelming. And the client was elated with the result.