When the real estate giant Shapoorji Pallonji needed a bunch of boat rockers for the Phase III launch of their largest mass housing project in India, SP Shukhobrishti, they called us in. The name Shapoorji Pallonji is huge when it comes to real estate scene on national scale, but for their largest mass housing project in Kolkata, they needed something which will immediately connect them to the millions of middle income group homes living in and around Kolkata. We were thrilled and excited in this opportunity to make Shapoorji Pallonji’s SP Shukhobrishti the talk of the town.
The first two phase of SP Shukhobrishti had gathered moderate response, and that’s why in the year 2013, when they were about to launch their phase III, they brought us in, to turn things around. With 20,000 apartments over 150 acres of land with 73% open space, the SP Shukhobrishti is poised to be the largest mass housing project in India for middle and lower income group of society. Shukhobrishti had everything from the beginning but what it lacked was the publicity.
Like other realty campaigns we did not make our campaigns handicapped with the tag LIG and MIG, although we did mention the specifications in each segment, and we refrained from procuring any fake gloss that is normally rendered as ‘artist’s impression’ on these standard industry advertisements. Instead we showcased the real facts and figures, highlighted by the real ‘actual photographs’ of the ready-to-be-in-possession flats. Even in our application kit brochure we used real picture of the flats and the site landscaping; testimonials of flat-owners, already living in the previous phases were added to attest the claims. We started a new trend in the advertisement of realty and property advertisements, and now suddenly everybody is following our example. Pardon us for bragging, but facts are such that we cannot help.
To reach out to the potential consumers, we branded two metro trains plying between two ends of the city. It worked as you-could-never-miss signage to the thousands of middle income group and lower income group commuters who regularly ply through these light transit system. We strategically placed billboards in all the major intersections of the city and billboards were also placed in suburbs and district towns, and mobile vans were employed to roam around the streets with the communication message. Print media planning was done in such a way that no one could just miss it.
We knew one thing very clear, almost everyone in this city when travels through the public transport, thinks subconsciously or quite consciously about their future plans. A better home in affordable price is on everyone’s wishlist and to capture this wish fulfilment we used, for the first time in Kolkata, the real site pictures of readymade flats of SP Shukhobrishti in our campaigns.
The excitement around the Shukhobrishti campaign was felt in the market from the very first day. A total stock of 10K Application Kits were sold within an hour of opening of sales counter on the very first day. Some of the branches of our partner bank were vandalized, realtor’s office premise was mobbed, and we, their creative & communication partner, were flooded with numerous queries related to SP Shukhobrishti. Such was the craze around the launch of SP Shukhobrishti Phase III that, later several instances were found out where application kits were resold in 3-4 times higher than the actual price. For the phase III of SP Shukhobrishti more than 65 K brochures were sold and among them about 38 K applications are submitted for the lottery allotments.
Our campaign for SP Shukhobrishti was a big hit. Applications kits flew away in jiffy. Our message ‘It’s raining Happy Homes’ become true in all literal sense, and laurels of our success has made us determined and confident that we will design more such beautiful and effective campaigns for our clients in future.