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Tata Housing - Monetize India

YOUNG Creative Services cracks the ‘Monetize India’ code for Tata Housing’s National Campaign

Tata Housing has always been a trend-setter in the real estate category when it comes to rolling out unique, large-format sales driven promotions and campaigns. Given that their projects span across multiple cities within India offers Tata Housing a competitive advantage in terms of offering consumers a range of real estate inventory, enabling them to roll out nationwide promotions on a periodical basis.

All such previous initiatives done by Tata Housing have been very successful in terms of delivering sales – the most recent one being Move in India. In line with this strategy, this time the thought at Tata Housing was to roll out a nationwide outreach program and consumer engagement activity in November 2017 which would connect with the audience in an interesting manner. The broad insight and brief for this initiative was -

  • To come up with a marketing and promotion concept which would connect with the consumers in a disruptive way
  • To emphasise the lowest ever interest rate of 3.99% being offered during this period
  • To drive home the advantages of buying a house from Tata Housing
  • To possibly weave in Demonetization - given that November 2017 marks the one year anniversary of the currency demonetization and this topic would be top of mind in media as well as consumer minds throughout the period

The concept of “Monetize India” and the disruptive execution route presented by YOUNG Creative Services was selected by Tata Housing in a pitch which saw multiple agencies pitching for this prestigious and high decibel national campaign that is being rolled out from 11th November to 12th December 2017.

YOUNG Creative Services is a Mumbai-based full services creative agency which has been in existence since 2010. Though engaged with an array of categories in terms of creative duties, YOUNG by virtue of some interesting campaigns developed for real estate brands that it works with, has achieved a kind of category expertise and is the go-to agency when it comes to differentiated and result-oriented advertising campaigns in the Real Estate sector. They have also recently been selected to work on some of the other projects of Tata Housing apart from the Monetize India national campaign.



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


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