About two months back K Hemani Group, Mumbai’s real-estate player went the unconventional route to promote its latest project in the city. The real-estate group rolled out ‘Dekh Bhai’ internet meme as the face of its campaign, highlighting facts about its project in a humorous fashion. Piggybacking on the ideology of off-beat campaigns for promoting real-estate projects, K Hemani Group has released yet another outdoor campaign which looks more like a telecom ad rather than a real-estate project.

K Hemani’s ‘Live the Login Life’ campaign is based on their upcoming project in Kandavli West which targets today’s tech-savvy audience. As the name suggests, the real –estate group wants to pitch this project to the consumers who like convenience at their doorstep. Hence, one can ‘Login’ to this residential complex and find all the amenities in close proximity. The outdoor creatives also highlight a similar concept showcasing a signal bar and inside each strip, depicting the various amenities that a resident can gain from the real-estate project.

Executed by Bright Outdoor, the large format billboards, unlike the ‘Dekh Bhai’ campaign, which had customised creative iterations, have a uniform message and imagery across the board. The campaign communication highlights all the necessary details such as the pricing of the apartments, location, prospective image of the residential complex and a call to action number. Interestingly the media asset owner has strategically planned the execution of the campaign on select billboards across town focusing mainly in the Link Road area where the project is going to come up.

“We partnered with K Hemani Group to mark the launch of their latest residential project ‘live the login life’ which is another unorthodox campaign post the ‘Dekh Bhai’ campaign. Login is a new concept introduced by the real-estate group and the client wanted to spread as much awareness as possible amongst its core target audience. We have used large format billboards to build a strong impact across the city. Since the real-estate project is going to be based out of link road, we have a focused approach in executing the campaign in and around the link road area amongst others. We are overwhelmed to be associated with them and create an outdoor buzz for the new project,” says Yogesh Lakhani, CMD, Bright Outdoor.