Its aim was to portray the company as a "friend" who can help their clients buy a house without the deterrent of a large down payment, given that this is the largest obstacle to overcome for home buyers.
The slogan used for that campaign in their ads was "Think of us as the friend who gets you started".
The company decided to run a 360 degree-integrated marketing campaign which was extended to a multitude of channels such as print, outdoor, digital, radio and BTL activities.
Its offering consists in a down payment as low as Rs 5 lakhs ($6,627), with the rest being financed by Axis Bank and Home Capital.
2) Prestige Group
Prestige Group's marketing strategy is based on the principle that potential clients have to create a feel for the property that is being launched.
Prestige works to create that feeling by putting a lot of thought, creativity, innovation and planning into its housing projects.
The company considers their adverts as a work of art and wants to avoid the usual plain vanilla marketing pitch.