TRIDASA REALTY VENTURES: Corporate Positioning & 360-Degree Launch
The Background
Tridasa Realty Ventures is a new-age real estate brand backed by the Vasudha Group, with a strong focus on empathy, quality, and transparency. The brand’s first venture was Tridasa RISE, a premium residential apartment project in Nallagandla, Hyderabad.
The core objective was to establish Tridasa as a responsible and trustworthy developer in the
competitive West Hyderabad market, reinforcing a brand promise of calm, spacious, and emotionally
rich living.
Challenge Statement
The launch of Tridasa’s debut project presented a significant challenge: market entry without prior project history. The project was situated in a hyper-competitive landscape dominated by longestablished developers.
Tridasa needed to differentiate itself from the competition, and build immediate credibility, and generate strong pre-launch curiosity — all while keeping full project details confidential until RERA approval and the official market reveal. A key internal challenge was also ensuring that the Channel Partners (CPs) to be confident and prepared to sell a new developer’s project effectively.
Approach Statement
To overcome these challenges, the agency devised a multi-phased, emotionally-driven campaign that utilized a two-pronged launch strategy, complemented by a strategic internal alignment:
1. Pre-Launch Corporate Campaign & Brand Building
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Theme based phasing: The campaign was executed in two phases;
- “The Rise” (focusing on aspiration, growth, and trust)
- “Life Shines” (a people-first lifestyle narrative executed using a silhouette-to-full-image reveal for high recall).
- Two-Film Strategy: A Corporate Film (positioning the brand’s values, released theatrically) and a Product Film (showcasing project vision/scale) were created to simultaneously build emotional connect and product consideration.
- Media: Comprehensive use of OOH (billboards), Airport digital screens, and Metro Pillars were deployed to maximize visibility.
2. Strategic Launch Phase
- CP Workshop: After RERA approval, the general launch was strategically pivoted to an exclusive Channel Partner Workshop. A professional mentor was engaged to equip the CPs with confident selling techniques.
- Digital Amplification: CP insights and positive feedback were captured and used as long-format videos on YouTube to digitally reinforce partner trust and brand credibility.
- 360-Degree Market Launch: The project officially launched on August 8th via a multi-channel deployment, including paper advertisements, extensive OOH, and digital media, and was marked by an internal “Tridasa Kutumbam” celebration.
3. Internal Branding and Office Alignment
- Corporate Office Branding: The Corporate Office interior design and branding were aligned with “The Rise” campaign messaging to reinforce the corporate vision and foundational brand identity for the company’s first project.
- Marketing Office Branding (First Floor): This floor (marketing and sales) maintained corporate branding consistent with the Corporate Office to ensure staff alignment with the core values.
- Marketing Office Branding (Ground Floor): The discussion rooms, AV room, and model flat area on the Ground Floor were dedicated to project-specific communication, shifting the narrative focus from corporate values to the physical features and benefits of the Nallagandla apartment project.
Result
The strategic, multi-layered approach successfully gave the brand awareness and registering in the prospect mindset in the competition market and with high brand buzz into immediate, trustworthy, and measurable sales performance;
- Exceptional Pre-Launch Conversion: The soft launch generated significant early interest, achieving 150 to 200 site visits to the experience centre during the pre-launch phase.
- High Booking Rate: This interest converted into strong initial sales, with a high conversion rate of 40% of the site visits translating into confirmed bookings.
- Brand Dominance: Tridasa successfully positioned itself as the aspirational, and trustworthy new player in the real estate segment.
- Visibility and Recall: The cinematic TVC launch created strong visibility, and the core campaign line, “Where life shines…”, gained significant brand recall.
- Stakeholder Confidence: The CP Workshop was highly effective in onboarding CPs with confidence, directly contributing to the successful sales phase.
- Credibility: Brand credibility was successfully established and reinforced despite Tridasa being a first-time developer in the Hyderabad market.
