EKTA World, a real estate giant in Mumbai, shortlisted YOUNG to undertake the branding and marketing communications for their prestigious project in Goregaon. SUN AREA - a global private equity player, were equity investors in this project. This residential project consisted of 700 plus number of residences in the price range of approx. US $ 2,50,000 to 3,00,000. The project was on a location that provided severe competition from projects by similarly sized developers.
EKTA as a brand, is known for premium housing even in the mass category. The proximity of the project was very close to that part of the suburb wherein several film stars, television stars, CEOs, as well as successful entrepreneurs lived. A small research indicated that the prices in Lokhandwala were astronomical and consumers faced an affordability issue. Having identified this need gap, we pitched EKTA Tripolis to this segment of the audience, with imageries showcasing a good lifestyle suited to meet the expectations of the above mentioned target group. Several innovations in outdoor advertising, as well as the print medium were executed to differentiate the product and communication.
The launch saw a huge number of prospects visiting the sales lounge and transacting. The communication is still remembered till date for its innovation, such as lenticular printing and neon lit outdoors. The project saw brisk sales for the two towers which were launched. The project is currently under construction and awaiting the launch of its third phase.
Naming, Branding, Identity & logo, Advertising, Marketing Material & Brochure, Sales Lounge Branding.
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Borivali ( East), Mumbai- 400066
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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.