MRIDL had their first residential project in Ghatkopar an industrial area of Mumbai, called Mahindra Park. The project had slums in its neighbourhood, and was in a low cost locality with the passing aeroplanes being a cause of noise pollution. This campaign however, did wonders for the brand at a time when real estate prices were on the up in the anticipation of the Hong Kong handover and consequent demand for Mumbai as a destination.
The first ad showed the complex as being sold partly, with only the framed portion as being available.This ad cued that flats were selling fast and much like the "houseful" boards for a movie opening, it brought in bookings. In real estate there is a "herding instinct" very clearly working and it is never wise to keep something in the market, unsold for too long. People assume that there is something wrong with it! A marriage broker quipped to me that it was the same in the matrimonial market!!!
The follow up campaign cued the user profile of the Park. It cued a neighbourhood which was professional and though unintended, that it was full of South Indian Brahmins who are plenty in the financial sector!! Most flat owners here initially were of this profile.It cued to me an insight when it comes to real estate; the neighbourhood is as important as the amenities and facilities! People also have a tendency to form homogenuous clusters.
Ganga and Nalesh were the Creative Directors with Rajul Dhaimade doing the Art Direction. Reshma Kachroo was the Servicing resource on this. Clients were a lovely group with Narayan the CEO, Zaid Farooqui in marketing and Maohan Chellam handling the operations.
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