The Task:

Announce auction of land parcel at Kukatpally by Andhra Pradesh Housing Board (APHB).

Background:

APHB needed to raise funds to finance its housing projects for low income segment. APHB identified a land parcel in Kukatpally, a place known for low income housing under Kukatpally Housing Board. The area was extremely down market.

Our Thinking:

To meet the Board’s requirement of realizing greater value, we decided to raise the perceived value of the land by creating a sub-brand.

Our Proposition:

While we could not change the names Kukatpally or Kukatpally Housing Board, our strategy was to create an up-market image by naming the land parcel as Eden Square.

The Work:

Campaign Details:

• Press Relations: Press conference was held to announce the auction of Eden Square, Hyderabad.

• Colourful brochures, leaflets and posters were created.

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

• Ads: Ads were released in Business newspapers and magazines.

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

Result:

Real estate companies from across India participated in the auction. The rates realised by APHB, per acre were substantially higher.Today, the most premium apartment complex in Hyderabad has been constructed at Eden Square by Lodha Builders of Mumbai.