Vastushodh Gruha Chalwal

Giving a platform to the dreams of home buyers in the affordable housing segment

A revolutionary and aggressive campaign that voiced the challenges of home buying in the affordable housing segment and gave them a solution.

Vastushodh, India’s most acknowledged affordable housing brand, was participating in a unique real estate expo in Pune, in May 2015. While the other two participants offered projects across different budget segments, Vastushodh focused solely on the affordable housing segment, and worked towards its mission of ‘homes for all’. The challenge was to reach out to more and more prospective home buyers from this segment, in and around Pune.

From market understanding, we got an insight that the people who seek to own a home in the affordable segment in Pune, have a sense of unfulfillment. They have a mindset of having to had compromised on many things, since most of the things are out of budget. We decided to connect with this emotion and empower their dream of a home.

At Setu, we conceptualized a unique home revolution – Vastushodh Gruha Chalwal. The idea was to give a voice to the problems and challenges faced by home buyers in the affordable segment and then present Vastushodh as the solution.

Showcasing their problems through an aggressive outdoor teaser campaign, we first created a bandwidth for the brand in a cluttered real estate market in Pune. This was then followed by a launch campaign that answered all the questions and problems faced by the desired target audience.

A 4-page supplement in Marathi, circulated with leading Marathi daily, took the message and the solution to the doorsteps of the people. The communication connected with the home buyers and resulted in a tremendous footfall at the expo. The project bookings also witnessed a significant spike. An effective digital campaign was also executed that made it simpler for people to book homes and get clarity.

A second edition of Gruha Chalwal by Vastushodh was also executed in 2016. Carrying forward the theme of a ‘homes revolution’ the brand continued its journey towards ‘homes for all’.

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