With the real estate market being slow, we saw Friendship Day as a perfect opportunity to help the brand stand apart from its competitors. With Dosti’s tagline being “Friends for life”, Friendship Day presented a chance to reinforce the brand image, provide time-bound offers and incentives, and generate sales. We grabbed this opportunity by the horns and came up with the Dosti Friendship Month Campaign.

For YOUNG this was not merely about driving sales. Our goal was to create and build a strong and differentiated brand in the marketplace. Based on the research and our vast experience, we helped develop a strong Brand philosophy called – “FRIENDS FOR LIFE”, emanating from its name – DOSTI. We strategically identified and recommended owning August as a Brand month, since friendship day is always celebrated globally on the first Sunday of the month. We decided to not just restrict ourselves to one day, but instead make the entire month a friendship month. We applied friendship as an inspiration and communicated the well-crafted offers and incentives through print, digital, television, outdoor mediums and below the line activities as well. The time-bound nature of the offers acted as a call to action. We also held various activities such as karaoke contests and such for Dosti’s existing DIC and DBC members. A site level change was brought about in look and feel, with warmth and friendliness becoming the core of all customer touch points.

Dosti Friendship Month campaign generated buzz before and during this 30 day period. The brand received an overwhelming response and was noticed for its differentiated communication. In terms of actual transactions, the month showed a great spurt in the graph. What’s more, post this campaign, the prices could be increased several times in the course of the year, and the brand still received significant sales in an otherwise slow market.

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