Track2Realty Exclusive: Mumbaipedia concept has nothing to do with real estate projects or the company of the developer but aims at creating a mindspace amongst the target audience.
Devang Varma, Director, Omkar Realtors & Developers says they look at positioning as a committed long-term player in Mumbai. Mumbaipedia is an excellent point of communication with their desired positioning strategy. The ad is creating a sense of belonging with Omkar brand with its witty descriptions and statements.
“The idea was to create a visual communication which is amusing and an instant stress buster for hectic Mumbaites offering a light topic for conversation while caught up in traffic. Omkar has a unique commitment to the city of Mumbai. Our work in redevelopment and rehabilitation has allowed us to know the city in very intimate manner. Our super luxury projects will alter the Mumbai skyline with incredible buildings and complexes. So, we are fully in tune with what Mumbai is all about–the good, the bad, the real and the surreal. Mumbaipedia is an expression of this understanding. We researched fun facts, trivia, and truths and crafted them in a way that is both enlightening and entertaining,” says Varma.
Girish Shah, VP, Marketing & Sales, Godrej Properties agrees that the sector has spent around 2400 crore in 2012 and 80 per cent of that spend has been on print media. There is a lot of clutter in the traditional media formats hence need for innovations across media formats.
It is time to integrate various media and converge print to online and mobile and link it to consumer activation platforms. According to him, instead of flat advertising the idea is to ensure that every engagement with the brand is superior and consistent with the brand values.
“Our approach to brand building is very different as compared to our peers, we believe in building long standing relationships with our customers. We conduct in- depth research to understand customer insights and needs, we have been able to co-create products across consumer segments and geographies which not only suits their lifestyle needs but also caters to the cultural nuances. We have also invested a lot in cutting edge technology like iPad apps, free chat facility, 360 degree viewer, multi touch screen and more to ensure enhanced customer experience at very touch point of the brand,” says Shah.
Kamal Khetan, CMD, Sunteck Realty agrees that in an environment driven by amenity led campaigns, traditionally off takes in real estate has predominantly been associated with advertising. Any external communication by means of mass media deployed help garner a share of voice in mind of prospective buyers.
However, an important fact that abets this thought process is the market dynamics which takes to lead generation. According to him, the tie up with Walt Disney has garnered a distinct recall as the happy and play disposition of the Disney characters help bring about a bond within the family.
“We will continue to forge partnerships that offer much more than just a brand name. Our tie up with the Walt Disney Company epitomizes our belief in offering unique environments for our customers. The sole thought process was to offer an environ for the kids today to step out of the electronic age and enjoy the vast open expanse for more outdoor activities and games. Any innovation supported with a seamless execution ensures a positive recall and abets the brand building process. Thus, whether a Mickey Mouse, a Princess or Spiderman, they are not merely showcasing a project but are instilling the right childhood environment that kids must grow up in,” says Khetan.
…to be continued
