When home buyers were armed with a sense of empowerment
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.