Rustomjee
Mumbai's premier real-estate developer
Mumbai's premier real-estate developer
The Rustomjee Group is Mumbai's only real estate developer dedicated to creating child-friendly living spaces in the city. The insight for the campaign was arrived at by Centre of Gravity Consulting, and was: most home-seekers in Mumbai look for a new home when they feel their kids need their own space.
The illustrations are courtesy the inimitable Pascal Campion. The campaign included press, outdoor, online, direct mail, sales collateral, and also space design for Rustomjee's play areas, nurseries, and exhibitions.
The campaign was a first of its kind for any city in the country. It won Rustomjee a distinct positioning in the mind of Mumbai's home seekers, and us a slew of creative awards for everything from press, outdoor, writing, direction and integrated marketing communication.
Bronze ABBY winner at the Goafest Awards 2012 - Integrated
Here's a bit of trivia. The iconic 'What's the Carpet Area of Childhood?' ad that launched the Childhoods Available campaign wasn't written by any of us. It was Hemant Jain. God bless him wherever he is.
The Incomplete Storybook, shortlisted at the ABBY Awards 2012 - Book Design
For some reason the zoomed-in version of the image is smaller than the original unzoomed. So just to give you a gist of the writing, the title features a blank section where the child can write his or her name. There are blank spaces across the rest of the pages too, to allow the children to write their own story. We left the story half-finished, and left them a few blank pages at the end where they could bring it to its conclusion.
An adventure tale that was shortlisted at the ABBY Awards 2012 - Book Design
These were couplets that told a story of a little girl who lived at Global City, Rustomjee's 217-acre township complete with gardens, playgrounds and a 12-acre amusement park.
A book of poems and limericks that was shortlisted at the ABBY Awards 2012 - Book Design
We took the liberty of writing a few poems, limericks and 'true' stories that hadn't been written before. And award or no award, this one kind of makes me feel warm inside. My wife occasionally reads them to our 3 month old baby, who doesn't understand a word, but she responds to the rhyme and rhythm.
Winner of 2 Bronze ABBYs at the Goafest Awards 2012 - Print, Print Corporate
Award-winning print campaign from the year 2012
A recruitment insert for school teachers at a Global City, a 217-acre township in Virar.
Yes, I know there's a typo in there.
Children's Day Ad
On 14th November, we tied up with The Times of India to showcase Leon's World, a unique enclave of learning & development within Rustomjee properties where kids can learn while having fun.
Children's Day Ad
Another ad in the Leon's World series published in the TOI around November 14th.
Emailer
Emailers are kind of a staple in the real estate business, but why should they get any less attention than a print ad? With about 3 outgoing emailers a day to Rustomjee's international database, this was and remains the hardest working promotional tool in our kitty.
Silver Abby Winner at the Goafest Awards 2013 - Outdoor
Bronze Abby winner at the Goafest Awards 2013 - Print (Corporate)
We all had a bash at this one, but the writing was mostly Shahan. What few people know is that this format already won a silver Abby the previous year for Craft in Copywriting (albeit for another ad) courtesy Arjun, although the art wasn't all that great.
Bronze Abby winner at the Goafest Awards 2013 - Print (Corporate)
Again, minor contribution, this one's mostly Shahan. I think I wrote a couple, and rewrote everything else. Yeah, I think that would be it.
Winner of 6 Silver Abbys at the Goafest Awards 2014 - Print | Outdoor | Copywriting
Winner of 1 Blue Elephant at the Kyoorius Awards 2014 - Press Advertising
While this may be a refreshing change from the usual banal corporate fare, it does feel like we've been writing the same ad for the past 3 years, and in many ways we have. I include this because the industry appreciates it, and because I appreciate Shahan who did most of the writing. I take credit for the idea of Parsis everywhere celebrating the seemingly insignificant triumphs of the year 2013.
Winner of 6 Silver Abbys at the Goafest Awards 2014 - Print | Outdoor | Copywriting
As I said before, it feels like we've been writing the same ad for the past 3 years. But it does feel good to be appreciated for it, and I appreciate Shahan for his writing. My only input here was putting the 'grateful' spin on the now repetitive list format.
A set of posters 'put up' at the practice nets of the cricket ground of Rustomjee's 217-acre township.
Another poster in the series.
Another poster in the series.
Another poster in the series.
