In a sales driven and measurable ROI dictated environment of the Indian real estate, the ad campaign comes as a market disruption. It is a result of great thought, deeper understanding of the urban housing realities and a bold statement that the company has not only been witness to a turnaround (after controversies of the past) but also confident enough to gamble now to stay ahead of the competition curve.
It is not just about the way the Indian builders operate with media, more often than not, being forced to be a cheer leader, rather the subject itself does not excite the largest contributors in this space – the youth. The kind of creative avenue that they have while writing on various others subjects, like travel to food and fashion to lifestyle is something that the brick & mortar business does not provide them. After all, the bloggers would not necessarily enjoy travelling to project site as the look & feel of most of the projects is identical.