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.