Creative Execution is The Difference
Background
The Lodha Group is India’s No. 1 developer. While the rest of the players in the industry concentrate on selling ‘houses’ to people, the Lodha Group has always focussed on selling a complete way of living. They have had the foresight to understand that selling a lifestyle to consumers not only helps them transform houses into homes, but also helps meet the consumer’s aspirational needs.
Here are a few of the iconic offerings that add up to the Lodha Group’s promise of ‘Building a better life’:
- Partnering with international architects, designers and celebrities (Giorgio Armani, Donald Trump, Jade Jagger, Philippe Stark, etc.)
- Private jet and Rolls Royce services, as well as in-house concierge services, such as dog walking, managing last minute bookings, catering to ridiculous demands, etc.
- Vast landscaped parks right in the heart of the city
- Hi-end kitchen and bath accessories from global designer brands
- Residential lobbies with rare paintings/sculptures by world-renowned artists
- Amenities such as world-class club & spas, rooftop infinity pools with party lounges, cricket grounds, golf courses, helipads, theatres, organic farms, reading gardens with library, etc.
Challenge
Real estate advertising over the years has come to a point where most ads look the same. This is largely due to the fact that the product (residence) is marketed even before the developer starts building, and does not exist at the time of advertising. Therefore, most advertisers resort to stock images, the result of which is that the language and visual imagery start overlapping, and it becomes extremely difficult to distinguish one developer from the other.
To break away from this cycle, and in order to create a brand campaign that generates a positive response from consumers, we would urge you to stay away from using stock images, and find other forms of creative expression.
Based on the key offerings listed above, your campaign could make use of illustration, be led by typography, be an all-copy campaign, or even a technology-based application – as long as it brings alive the proposition of ‘Building a better life’ for its consumers.
Audience
Over the years, with the increased exposure to media, internet and the world at large, the Indian consumer has evolved.
The consumer, who was happy with a standard apartment with no amenities a decade ago, now wants to move into an apartment with all the facilities that make his life comfortable, and provide him with a lavish lifestyle.
He is driven by success and is constantly aspiring to further himself in life. He is an informed and aware consumer. He is constantly looking for things that improve his status among his peers, and raise his badge-value.
Brief
The objective of this brand campaign is to bring the company’s positioning to life – Building a better life – in a manner that significantly differentiates the Lodha Group from the rest of the industry. Do remember, the form of execution you choose is important, and your campaign should be original and refreshing. That is going to be the key differentiator for winning.
