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Guardian Developers highlights the emotional side of home-buying

Conceptualised by Setu Advertising, the TVC shows how a home is as much an emotional investment, as it is a financial one

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Guardian Developers highlights the emotional side of home-buying

Guardian Developers highlights the emotional side of home-buying

Conceptualised by Setu Advertising, the TVC shows how a home is as much an emotional investment, as it is a financial one

BestMediaInfo Bureau | Delhi | August 13, 2015

Guardian-Developers-TVC Click on the image to watch the TVC.

Setu Advertising has conceptualised and launched the branding campaign for Pune-based real estate player Guardian Developers to promote their newly defined positioning strategy. The TVC captures the emotional side of home-buying and home-ownership.

Rugwed Deshpande Rugwed Deshpande

“Real estate marketing has become heavily transactional. But a home is something that stays with us for practically the rest of our lives, sometimes passing it on to the next generation as well. People seem to have forgotten that a home is as much an emotional investment, as it is a financial one. And through this campaign, we wanted to revive that emotional connect that one has with their home,” explained Rugwed Deshpande, Director, Setu Advertising.

The TVC features a montage of small but happy moments that the protagonists experience inside their homes. Because children are the first thing that comes to mind when the term 'Guardian' is used, the TVC, too, focuses on children as the protagonists.

Abhijit Nikalje Abhijit Nikalje

“It was a conscious decision to use a child's perspective, because children have an air of vulnerability which automatically brings out our protective instincts. Through the TVC, we wanted to highlight how a home successfully embodies this attribute of protection,” said Abhijit Nikalje, Account Planner, Setu Advertising.

Paper Plane Productions was responsible for the execution of this TVC, which has been given a black and white treatment to give it a stark, yet nostalgic appeal. It clearly brings out the idea of 'Every Home is a Guardian'.

The TVC has been crafted in three languages – Hindi, Marathi and English. Currently, the TVC is being aired across primetime slots of several GECs and news channels.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Guardian Corporation

Brand: Guardian Developers

Creative agency: Setu Advertising

Production House: Paper Plane Production

Director: Saurabh Ghosh

Director of Photography: Anil Mehta

Music: Amar Mangrulkar

Editor: Nilesh Virbhar

Online Editor: Sanjay Chavan

Still Photography: Bharat Pawar

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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