The Task:

Announce auction of land parcel at Kokapet by Hyderabad Urban Development Authority.

Background:

HUDA needed to raise funds for its development projects in Hyderabad. We were asked to create Auction Notice advertisements to be released in newspapers across India.

Our Thinking:

By creating standard auction ads., we would not be able to realise the full potential of the land parcel, given the fact that HUDA was planning to develop the surrounding areas as an IT & Finance hub.

Our Proposition:

To realise greater price for the land parcel, we recommended branding of the land parcel and use multiple media to publicise the auction.

The Work:

The land parcel was branded as “HUDA Golden Mile”. Campaign Details:

• Press Relations: Press conference was held to announce the auction of plots in HUDA Golden Mile, Kokapet, Hyderabad.

• Print Material: Colourful brochures, leaflets and posters were created.

• Direct Mail: Brochures, leaflet and personal letter were mailed to leading real estate companies across India.

• TV Spots: a thirty second TV Spot was broadcast on English news channels.

• Ads were released in Business newspapers and magazines.

• Specially trained personnel accompanied interested parties to the site, which was properly marked.

• Auction proceedings were professionally managed in a tent specially created and participants were given five star snacks, food and service.

Result:

Real estate companies from across India participated in the auction. The rates realised by HUDA, per acre were at least twice the expected price. Every single plot was sold in one round of auction.
Golden Mile News had been covered in The Hindu Timeline