This mammoth residential project in Naigaon, was spread over a 200 acre expanse. It was planned as a complete self-sufficient township with all the amenities and infrastructure which would offer an enhanced lifestyle. This project was a group of 3 entities – Pearls Group, Unicorn Global & Dhanashree Group. Given the sheer magnitude of the project and the kind of amenities it offered, this residential township aimed to change the dynamics of the entire Vasai – Naigaon - Virar micro market.
The objective which was set before us was to create a positioning, identity and campaign, which clearly established the ‘city within a city’ concept, and pegged it as elevated lifestyle at an affordable price. This dichotomy was one of the main challenges - target audience being those who would be looking at an easily affordable ticket-size, but the product itself to be pitched as a lifestyle enhancing residential project.
The naming of the project – Pearls Global Arena - was arrived as an amalgam of the major stakeholders behind it - Pearls from Pearls Group and Global from Unicorn Global. The word ‘Arena’ was used to depict the vastness of the project.
The desired positioning was deftly arrived at, and captured in the form of a smart product statement – Elegant Economy Homes. This encapsulated all the desired perceptual elements as well as the affordable ticket size.
The campaign weaved around the above positioning, created a visual imagery which depicted all the elements and the USPs of the project in a very interesting graphical manner. The entire visual imagery used was such that it created a strong identity and recall for Pearls Global Arena across all mediums.
A very high decibel campaign using mainstream media, as well as highly visible out of home media, ensured that Pearls Global Arena not only established the Naigaon project, but also provided a strong halo for the developers – Pearls Group & Unicorn Global.
The communication motivated approximately 10000 prospects to visit the actual site at Naigaon, which is way beyond Mumbai limits, within a period of 60 days. 2000 booking applications were accepted, and above all, the entire location got an appreciation both in terms of value as well as demand.
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Once confined to branding, communication & production development, design thinking has become central to strategy today. In the past 5 years, we have worked with several large, medium and small companies. In our role as a Creative agency, we were not limited in our thinking to only branding and communication. Our philosophy was to take a holistic approach to a client “How to use design thinking to make great things actually happen”. So here are a few nuggets of how one can differentiate a parity product through design.