Launch campaign for park ivory II
Pride Purple Group wanted to launch the second phase of Park Ivory, the last chance to own a home inside Park Street Wakad, Pune. In a relatively slow real estate market, they wanted to generate excitment and get more bookings. At Setu, we looked at the reasons behind the slowed down real estate market and found out that there was no sense of urgency among home buyers. In fact, they seemed to come up with irrational excuses to delay the decision, which made them sound childish. We translated this insight into a visual that depicted homebuyers giving sheepish looks to cover their embarrasment for coming up with kiddish reasons. Models were then shorlisted on the basis of the customer profile. Their expressions were captured and then further enhanced by a French artist Crisitan Girotto. The visuals made the campaign strikingly unique and generated an emotion among the target home bueyrs, which was unusual in real estate - the emotion of humour. The campaign received a great response.
Agency: Setu Advertising Pvt. Ltd.
Creative Director: Rugwed Deshpande
Creative Director: Nasir Shaikh
Art Director: Swapnil Jedhe
Copywriter: Amey Pendse
Retoucher: Cristian Girotto
Photographer: Amit Desai
Makeup artist: Vinod Sarode