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Mangal Parv

THE BACKGROUND

Bennett, Coleman & Co. Ltd. - India’s largest media house owning several brands such as The Times of India, The Economic Times, Times NOW approached us for creating a tactical promotion for one of their brand called ‘Times Property’. This India’s No.1 property supplement generating revenues to the extent of $100 million per annum, desired to raise the occupancy of their print product during the lean season i.e. August & September since it is being considered as an inauspicious period for purchase of high value products. The Times of India recruited our services to provide ideas and concepts that could generate opportunities for advertising and lead to higher occupancy.

OUR APPROACH

Before embarking on this exercise, our team conducted a small focus group research on a one to one basis with some of the Mumbai city’s largest real estate development companies. These meetings were fruitful to the extent that the industry expressed their willingness to support any initiative from India’s leading media house that would help them bolster sales during an otherwise lean period. Their only requirement was to ensure that the advertising investment should generate a good ROI and value for money. To substantiate this activity, we further met with some readers/consumers and checked on their willingness to purchase real estate if it was offered to them at a better price during this lean season. The outcome was positive leading to creation of a whole new concept which positioned this lean/monsoon/inauspicious period as a “Harbinger of new life”. It was realized that due to monsoons, consumers avoided visiting construction sites leading to a dip in real estate sales. As “Harbinger of new life”, the whole concept evolved around the fact that rains brought along with it a new lease of life around the place. This is easily visible from the fact that there is more greenery and good monsoons are always associated with a good economy.

THE OUTCOME

With this fact in mind, we created the concept of “Times Mangal Parv”. The word Mangal Parv in simple terms meant the new beginning or the beginning of an auspicious time which also marks the commencement of the festive season starting with Ganesh Chathurthi. As part of this concept we also devised attractive advertising tariffs and packages which the media company could offer to the real estate developers. In turn, the real estate developers were asked to market their inventory at pre-season price points which will typically lower and enabled consumers to consider this as a good time to purchase real estate. As an outcome, 25 real estate projects participated with advertising, this generated advertising worth $ one million within 30 days with $ 62 million worth real estate inventory sold during this period. This property has since then duplicated year on year. Advertisement campaigns for 2 years are displayed here.

SERVICES

Naming, Logo, Identity, Concept Creation, Strategy, Marketing Material, Advertisements, Sales Team Presentation.

Young - Advertising, Creative, Brand Strategy, Design, Media, Digital

YOUNG

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