As India’s top ranked livable city, Pune is a preferred residential destination. With local population seeking lifestyle upgrades and a cosmopolitan workforce wanting to own a home in Pune, real estate is thriving. And when a residential project happens to be in Hinjawadi – Pune’s IT hub with more than 3 lakh professionals – the competition it faces is immense.
As Vilas Javdekar Developers launched YashONE, a residential project at Hinjawadi Phase 1, we at Setu were tasked with its launch promotion.
While the project was planned thoughtfully, understanding the needs of the evolving urban families, the need of the hour was for the project to create a human connection with the home buyer.
In today’s scenario, the working class has a tendency to compromise on its desires by asking questions to oneself before going out and buying something. YashONE, with its offerings, offered a home that didn’t believe in compromises. Instead of asking ‘why’, it empowered its home buyers to ask ‘why not’.
This positive thought of ‘why not’ formed the nucleus of the communication and the campaign. It gave a belief to home buyers to defeat their doubts and apprehensions by answering every ‘why’ with a ‘why not’.
A vibrant communication design gave the perfect platform to this positive expression. The result, more than 300 homes booked on the day of launch.
The belief that the campaign gave to the home buyers about overcoming hurdles, resonated with the people and made the brand (YashONE), something they wanted to be associated with.
Vasantotsav is a musical fest that pays tribute to the rich musical legacy of Pandit Vasantrao Deshpande, an icon of Maharashtra and a beloved personality of Pune. A 3-day musical festival, it celebrates music and musicians from different genres. Inviting Punekars to enjoy this musical treat was a challenge because the city is in the middle of witnessing many music and art festivals in the same duration.
At Setu, we understood that this challenge could be met by tugging to the hearts of art loving Punekars, by making this festival, one of their own.
Pune and Punekars are known to have a taste and affinity for music of different kinds. We simply showcased the variety on offer at the 3-day festival, by making the performers, the heroes.
A vibrant design pattern symbolically showcased the delight and joy the performers would bring to the city with their brand of music. This design language was extended to the event venue, where people experienced a lovely ambience that was in sync with Puneri expressions.
The idea to establish Vansatotsav as Pune’s very own music festival created a connection between the festival and the people, giving them a sense of ownership.
The footfall at Vasantotsav and the overall participation and the mood at the event reflected the warmth of Punekars.
Creaticity, Pune’s preferred furniture destination, has a unique offering for furniture buyers. Called Curated Trails, it offers Pune’s only guided furniture tours for customers. On these Curated Trails, Creaticity’s furniture experts assist the customers in choosing the right furniture.
Communicating such a unique idea to the people was more an opportunity than a challenge for us, at Setu. The essence of Curated Trails was helping people in finalising the right furniture from 100+ brands available at Creaticity. This included 457 sofa options, 253 dining table options, 324 bed options and more.
For a customer, the world of 100+ furniture brands at Creaticity can look like a maze in which they feel they can get lost. We decided to take a cue from this and create a visual illusion of a maze, formed using sofas, wardrobes etc. The visual not only looked attractive and catchy, but underlined Creaticity’s promise of unlimited options.
What’s more, the communication introduced Pune to city’s one-of-its-kind service in a truly exclusive manner. A simple call to action in the communication invited people to book their curated trail at Creaticity.
Post the ad campaign, the bookings for curated trails went up drastically at Creaticity, giving us and furniture buyers, moments of happiness and amazement.
As Maharashtra’s No. 1 Marathi daily, Sakal has been a part of households across Pune and Maharashtra, for many decades. At the same time, the rising penetration of digital platforms has developed a trend where people tend to look for news on various apps and digital platforms. While this is true, the apps and websites only cater to the national and international news.
Understanding the significant gap in the availability of local news, which specifically focuses on different parts of the city, Sakal decided to utilise its expertise and on-ground network to cater to the new Punekars seeking news from their area.
This hyper-local focus and penetration was catered to through Sakal Today, an existing supplement of Sakal, which was now given a makeover to have dedicated editions for 4 different areas of Pune- Peths & Satara Road, Sinhagad Road and Kothrud, Aundh & Baner and Yerwada & Hadapsar.
At Setu, we were tasked with the launch of this unique content solution by Sakal. Since the biggest USP of the offering was its Pune-centric connection, we decided to add the distinct new-age Puneri flavour to the communication.
Pune and Punekars are known for their choice of words when expressing their emotions. In fact, for the true-blue Punekars, its a single word that they use to express themselves. Pune has given words like Kamaal, Kadak, Jamlay and many more to the evolving Marathi dictionary. We used these one-word expressions to present the revamped Pune Today to Punekars.
While the hoardings and print ads were built around these one words, we also suggested the use of these one-word expressions as headlines for the Pune Today area-specific editions. Many such one words, that capture the essence of Pune, caught the attention of Punekars.
This new connection with Sakal was appreciated by Pune. At the same time, the way Sakal spoke to them, created a heart-to-heart connection, which they continue to cherish.
“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!
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.
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.
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.
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.
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.
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.
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.
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.
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Indulge in the best of mouth-watering Konkan delights, complimented by Continental, Italian, and Chinese cuisines at our restaurants as you savour stunning views of the sea. For bookings, visit our website(link in our bio). #AngriyaCruise #Sea #Voyage #LuxuryCruise #MumbaiToGoa #GoaToMumbai #Cruise #India
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.