Malvika Mahal, New Delhi
Bright Outdoor Media has launched an outdoor advertising campaign for an affordable housing developer- Xrbia Developers since they have entered into an alliance with Mumbai-based realty developer Crystal Group to jointly develop a compact-home project in Chembur, suburb of Mumbai.
The campaign covers near about 240 sites spread across Mumbai. Billboards promoting the themed and landscaped housing society provided under the project have been placed at various sites.
The creative that speaks "Don't Oversoch It" loud and about on the billboards, conveying and convincing the socio-economic classes not to get it the analysis of it but to invest their trust with the real estate brick. Buying a home is a dream for many and the brand wants to address this desire to be a homeowner with a simple straightforward creative.
The idea was to strategically cover main arterial routes of both, western and eastern suburbs of Mumbai and hence sites were taken on these. The agency says that the communication was designed keeping in mind various parameters such as target audience, geo-demographics, dwell time, traffic movement and count, area dynamics and new project construction belt. The multi-dimensional campaign included large format billboards to ensure high impact and recall.
"We are extremely pleased to bring in compact housing to Mumbai and are confident that it will be a turning point in the real estate sector in Mumbai," said Rahul Nahar, Chairman of Xrbia Developers.
The project will be developed by Aryamaan Developers, a special purpose vehicle formed by Xrbia Developers and Crystal Group. Nahar expects to generate revenue of Rs 3,500 crore from this project.
The project, which is being developed under the Slum Rehabilitation Scheme, is targeted at young professionals who want to move to the city, he said, adding it will launch the project next week.