Creating a one-of-a-kind musical NYE on the sea for party lovers!

“Angriya created the best musical new year party on sea, and gave Mumbai’s party lovers new goals for life!”

We may forget a place, but we never forget how it made us feel to be there. If a brand can create memories for its customers that they will cherish all life, it occupies a happy space in the customer’s mind forever. There are so many things that we have never explored or done before, and what better way than to tick them off the list before a year ends? Keeping this thought in mind, we crafted the communication strategy for Angriya, India’s first domestic cruise liner. Angriya is a cruise that takes travelers and party lovers from Goa to Mumbai and back! With amazing amenities on-board, Angriya is heaven for party lovers. Angriya hosted a stunning new year bash on-board in Mumbai on the 30th and 31st of December 2018.

 

The event was called ‘Anchored Angriya’ and featured the best bands playing on the Indian Sea for the first time ever! Our challenge was to bring the grandeur in the communication, without losing the creative aspect. We devised a digital campaign that would focus on Mumbai’s party lovers and give them a voyage full of wows that changes the way they look at celebrating the new year forever. Music was the biggest highlight and we created small and vibrant videos that ensured the event was constantly in buzz.

 

Along with creating strategic communication on the website, we also did ads on the digital media that got people to take action and book the tickets for the Anchored Angriya party. The communication was planned out in two parts, this included the events happening on 30th of December and later, 31st of December. Our strategy was to create an inviting vibe for the party audience by communicating the fact that they must experience NYE on the sea, something which they have never done before. We created everything from the Anchored Angriya identity to the passes, and set the tone of the groovy event.

We invited Mumbai’s party audience to enjoy the wows they have never lived before. The best part was, they could party one day before NYE as well and continue partying on-board until 2019! On 30th December, Angriya welcomed party lovers to the amazing musical cruise night. The audience was enthralled by the magical sea and the groovy music as bands like Malang and Agnee got people’s feet tapping! Live DJ music all night at the mesmerizing Heli Deck, Infinity Pool, and Fathom Lounge added to the delight. Unlimited food and beverages, and partying under the starlit sky made the New Year’s Eve memorable!

 

 

08. February 2019 by admin
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Going beyond advertising to make home-owning easy – Avior Wow Fest

Brand:
A brand with a rich legacy of 33 successful projects to its credit, Avior has become one of the reigning players in​ ​the infrastructure industry. The brand has built everything from large townships to cosy homes and commercial​ ​spaces, and today​ ​offers a complete home-buying experience to its customers. Creating premium​ ​lifestyles that are​ ​also easy on the pocket has always been Avior’s strength as a brand.

Challenge:
Home-buying is one of the biggest milestones one achieves in life. While it gives immense joy to book a home at a​ ​great location, the overall process of owning a home is quite overwhelming, grueling, and complex. Avior as a​ ​brand needed more visibility in Pune’s competitive real estate scenario. The challenge was to bring all 5 projects​ ​and showcase them together to the people. Hence, Avior decided to go beyond merely selling the promise of a​ ​good home by actually creating offers that make the process hassle-free and simple for the home-buyer. In a​ ​highly​ ​competitive era of home offers, Avior offered its customers easy-home benefits​ ​with the Avior Wow Home​ ​Fest.

Strategy:
​In order to bind all the 5 amazing projects together, we came up with the idea of a home fest from 18th to 27th Jan 2019 for the brand that would actually bring out the ‘Wow’ aspect of home-buying. The Avior Wow Home Fest featured homes at five amazing locations, five best projects, and five delightful offers that would smoothen out the process of buying a home. With offers like easy loan assistance, low GST, easy payment plans, planned visit to the site and much more, the fest was focused on bringing a smile on the faces of customers as they booked their homes.​

 

 

Execution:
We executed an extensive outdoor, print, radio, and digital campaign across Pune. An eye-catching unit of the ‘Avior Wow Home Fest’ was created to grab attention and the prime projects across Pune’s best locations were highlighted. The catch-phrase ‘Ab ghar lena ekdum easy’ communicated the delight of the fest directly to Pune’s masses. The Avior Wow Home Fest was conducted at the various project locations, namely, Pirangut, Bibwewadi, Paud Road, Sinhagad, and Ekbote Colony. From the site branding to the hoardings, the brand received immense visibility as one of Pune’s promising real estate icon. The brand communication of the Avior Wow Home Fest definitely created a stir and encouraged people to visit the sites for booking their homes with Avior! The fest kicked-off with around 200 plus walk-ins and numerous online enquires. The brand exposure was great with increased visibility across the city.

 

08. February 2019 by admin
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How Pune’s biggest creative destination made New Year Wishes, truly memorable!

Creaticity, Pune’s biggest creative living campus is known for its passion for creativity. From its offerings to its ambience, Creaticity promotes creative expressions across its 10-acre campus and numerous workshops and initiatives. As 2018 came to an end and everyone got into the new year mood, the brand wanted to wish its associates, partners and loyal customers a happy new year, with a creative twist.

At Setu, we decided to incorporate the brand’s values into the new year wishes. With its playful and humourous tone, Creaticity has struck a chord with its audience. The challenge was to incorporate this tone into the message and the gift.

This is where we gave a quirky makeover to one of the oldest, and seemingly static, gifting ideas.

While all brands use table top calendars as a standard gifting item, the message and look of these calendars, seldom seeks attention. By leveraging simple word play, combined with quirky visuals, we created an entire calendar that asked playful questions to the audience. The answer to all the questions was common – visit Creaticity!

At the same time, the gift that would accompany the wishes had to be true to the personality of Creaticity. The values of create, make, play – that defined Creaticity – had to be integrated in the gift. We create a fun, vibrant Rubik’s Cube with these words and other elements.

 

The idea was to make it so irresistible that anyone seeing the cube on their desks, would pick up and play with it; exploring and expressing the creativity.

 The calendar and the Rubik’s Cube formed a delightful combination, while entertaining and engaging the recipients. An extensive positive feedback received by Creaticity for simple yet playful new year wishes, summed up its likeability.

 

 

 

 

08. February 2019 by admin
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Redefining the promotion strategy of Marathi plays in the Digital era

In a day and age where everything needs to go viral, Eka Lagnachi Pudhchi Goshta, a Marathi play starring Prashant Damle and Kavita Medhekar, approached us for the promotion of the play.

At Setu, as we sat down to discuss the communication and promotion strategy for the play, we realised that even though the times have changed, the promotion of Marathi plays is still very traditional. A display ad in leading newspaper publications, a few days before the first show- this is what happens even today. Today, when even a web series is promoted as aggressively as a film, this promotion strategy sounded outdated. We decided to revamp this promotion strategy to suit today’s times.

Since the play had a stellar star cast and good content, we knew the product at hand was good. And while it was not a typical sequel, the name resonated with a highly successful Marathi play with the same star cast from the late nineties- Eka Lagnachi Goshta.

Eka Lagnachi Pudhchi Goshta centred around the mid-life crisis faced by the male protagonist, played by Prashant Damle. We used this thread to create the teaser promotion for the play. A Facebook live video where Prashant Damle spoke about mid life crisis, started the buzz. This was followed by content revolving around mid-life crisis; obviously in a humourous tone.

‘Mala Sanga’- a superhit song from the original play was shot and shared on various social media platforms. It not only went viral, but reconnected the people with the nostalgia of the original play. We followed it up with introducing the new characters from Eka Lagnachi Pudhchi Goshta, to build curiosity about the play. We gave people reasons to watch this play even if they hadn’t seen the previous one.

Going beyond the digital medium for promotion, we proposed and executed a strategic collaboration between the play and Ravetkar Housing, a reputed name in Pune’s redevelopment segment. The brand’s home buyers and customers were in perfect sync with the play’s target audience. Using the outdoor medium, curiosity was built about the play with a message “Sukh Mhanje Kaay Asta” (What is happiness); lyrics from the song ‘Mala Sanga’.

At the first show of the play, we continued these online and offline engagements via fan connect activities, Facebook Live etc.

The result was immensely satisfying. The first 25 shows of the play were houseful within a week of announcement. The bigger delight- we were able to redefine how play’s are promoted in the digital age.

28. November 2018 by admin
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Making Punekars connect more with Pune’s biggest NGO Fair!


Ishanya Foundation organises the Yellow Ribbon NGO Fair every year. For a decade, it had brought together rural artisans associated with different NGOs across India, to help them showcase their craft in Pune.

For its 11th edition, YRNF had brought on-board more than 120 participating NGOs and had more than 100 products to showcase across wide range of crafts- from pottery and bags to fabrics, diyas and other artifacts. YRNF wanted to reach out to more and more Punekars to increase the footfalls and in turn, increase the sale generated for the different participating NGOs.

We at Setu, were tasked with achieving this growth for YRNF. Understanding the type of audience who visited the Fair, we decided to focus on effective use of digital media to reach out to more and more people, while creating  buzz about YRNF.

We chose to project YRNF as the biggest festive shopping destination for gifting and owning. This was done through different content series that addressed different aspects of the Fair. Series of posts giving information about YRNF, its legacy, its participants, its offerings were done to educate the target audience.

GIFs were used to give information in an entertaining manner. Additionally, promotional videos were generated and shared across social media and WhatsApp to bring the Fair closer to the people. Contests, asking people trivia about the Fair, were conducted, with the winners being invited to the Fair.

The use of digital media increased the footfalls at YRNF by almost 40%, with more than 6500 people visiting the Fair. The 11th year became a huge milestone for YRNF. Here are a few glimpses from the event.

 

      

 

15. October 2018 by admin
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Now sailing, India’s first domestic cruise liner!

Sea Eagle Cruises, a highly experienced name in the field of navigation, has been extensively associated with developing Goa’s untapped potential of hinterland backwaters and other tourist opportunities. They decided to revive the iconic Mumbai-Goa sea link of the 70s, with MV Angriya, a vessel that also celebrated the legacy of Sarkhel Kanhoji Angre.

The first phase of developing communication for Angriya, involved developing a website and content for various social media platforms. We decided to make both these tools eye-catching by using the biggest USP of Angriya – the on-board experience.

The website gave a delightful showcase of the facilities available on Angriya- from accommodation and restaurants to bars, open decks, and spa. The visual-centric website interface ensured that the visitors were in for a treat. This was reflected by more than 4 minutes of average time spent by an individual website visitor, in the first few days of launching the website.

The same visual-centric but more fact-rich strategy was adopted for the social media content. Series giving insights into the world of Angriya, the many firsts it promised, and explaining the voyage experience to the people prior to the first voyage, not only created curiosity but increased the excitement among the people. This was complemented by audio-visual content giving a sneak peak into Angriya and celebrating its rich legacy.

 

The first two touch points for Angriya – its website and social media platforms – gave people the perfect trailer of what to expect from what is yet to follow; the voyage on-board.

 

 

 

11. October 2018 by admin
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When Pune celebrated a tea party of its own!

Wagh Bakri Tea, a leading national brand in the tea segment decided to launch its tea lounge in Pune. What they needed was connecting with Punekars in a heart-to-heart manner so that a tea-loving city would not just visit the new tea lounge, a first-of-its-kind tea hangout in the city, but fall in love with it.

So how do you invite Punekars for a cup of tea? That’s the question we were faced with. We figured out that the invite should resonate with them. In fact, it should give them a sense that ‘one of their own’ is inviting them. This is what we did for the launch of Wagh Bakri Tea Lounge, with language and elements that were truly Puneri!

To create a local connect, we decided to incorporate Pune’s biggest and most popular landmark- the Shaniwarwada, in the communication, but with a twist. We collaborated with Cannes-winning illustrator Anant Nanawre to create an illustration of Shaniwarwada, using Wagh Bakri tea powder. Being a part of world’s top 200 illustrators, he brought all his skill to the table, literally.

 

We then combined this piece of art with a message that is just how Punekars talk. The wit and charm of Pune were captured in the communication. The result – a successful launch that was followed by many tea lovers visiting the tea lounge regularly.

 

16. August 2018 by admin
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A Volcanic Brand Association!

The Brand Kelzai Volcanic Water has its source in the former volcanic Sahyadri range. Every drop of rain for Kelzai Volcanic Mineral Water passes through various layers in the basaltic lava flows. This enriches the water with many beneficial minerals.

Recently, we were faced with the challenge of pairing the brand’s unique offering with ‘Sanju’. We connected the thread of Ranbir Kapoor’s volcanic performance in ‘Sanju’ where he played the role of Sanjay Dutt, with the product’s USP of Volcanic Water.

We ran an exciting contest for a week throughout the country. We were thrilled with the response and received about 500 entries from various fan pages and participants! The contest was an interesting quiz on Sanjay Dutt and the movie, while creating awareness about Kelzai at the same time.

10 lucky winners won the contest with all correct answers and got to meet the Sanju star Ranbir Kapoor! Fans were thrilled and so was the brand. The brand connect was well-established and the contest created a great buzz about the film and the Kelzai product.

 

08. August 2018 by admin
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Disclaimer: Strictly showcasing the Gokhale Promise – No Offence Please!

Gokhale Constructions, in the last few years, has become Pune’s preferred name in redevelopment. This is underlined by the fact that in just 1 span of 15 years, Gokhale Constructions has delivered more than 75 redevelopment projects, with another 25 projects ongoing. This journey towards becoming Pune’s preferred name is a result of different factors. From the speed of delivery to quality of finishes, Gokhale has led the way in setting trends in the field of redevelopment.

To communicate these facets of Gokhale Constructions every project, we decided to do something interesting. Instead of showcasing these promises in a plain manner, we crafted a ‘no-offence’ campaign – a campaign which compared the best qualities of Gokhale with the best in the industry; but in some other field.

Here, the speed of home delivery was compared to Zomato’s food delivery, the quality of finishing was compared to MS Dhoni’s finishing skills and so on. Obviously with ‘no offence’ to them!

The campaign not only informed people, but entertained them with its quirkiness. A real estate brand incorporating humour in its communication, made people connect with it. In fact, the campaign became the talk of the town. It also set a trend on brand Gokhale’s behalf for redevelopment-related communication.

06. July 2018 by admin
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Crafting the promise of a ‘Value Home’ – Vascon Goodlife

Vascon, one of India’s leading names in real estate, decided to venture into the value housing segment with a project at Katvi, Talegaon. While the cost of homes was low, factors like the promise of quality by Vascon and homes full of features, were set to redefine the perception of affordable homes.

As communication partners, we were tasked with building the identity for this value homes project and its launch communication. The name for the project was coined to have the delights that the project promised. Goodlife was finalised as the project name. The name was the first pointer to the difference between affordable and value homes.

With people being hesitant about buying a home due to a low phase in the real estate market, the launch communication had to overcome this inertia. We identified ’50 reasons to buy a home’ to reassure the prospective home buyers and to underline the brand promise of value homes. These reasons were then combined with the clarion call of ‘Abhi nahi toh kabhi nahi!’, through a truly 360-degree launch campaign.

While the radio jingle in a rap form was highly appreciated, the TVCs received a great response.Print and outdoor mediums reached out extensively to the people. The project launch received a tremendous response,which was reflected in the large number of leads and quick bookings.

12. June 2018 by admin
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