Pate Life Maxima Launch

Story of a child that shifted the focus from just homes to a fulfilling lifestyle

An illustration-based, child-centric, character-driven communication that made the launch of a real estate project successful and memorable

Living in the city is cluttered and restricts the children; say most of the real estate developers. While this is a fact, only a few of them come up with alternatives, where the focus of the project communication goes beyond flat area and flat cost. With Pate Developers Life Maxima, we built and executed one such project communication in October 2015.

Pate Developers is a renowned name in Pune’s real estate segment and they had decided to launch a project at Kirkatwadi, Sinhagad Road, Pune, where the cluttered city life was actually left behind. While studying the project offerings, we realised that in addition to the project being outside the city’s clutter, it also had innumerable benefits for kids. This included 16 acres of project area with 30+ project amenities and proximity with nature. This helped us come up with the project name as Life Maxima, a project where all good things about life were maximum.

The communication was built around Chiku, a kid (8-10 years old) who stays at Life Maxima and enjoys the maximum outdoor life. While an innovative brochure (a rhyme-based story book from one side and a brochure form the other) told his story, the radio spots recorded in Chiku’s voice (in Marathi, in rap style) gave insights to parents about a kid’s expectations from a home and his parents. In addition to this, project merchandise that would appeal to the kids was developed (writing pads, crayon box, mugs, story books), which received tremendous popularity.

All in all, the project communication was not only refreshing, but also highlighted the aspirations and desires of kids from a home and the project – something that had never happened before. The bookings at the project were excellent.

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