Rolls out innovative campaign for Mantri Pinnacle - the tallest residential tower in South India.
BestMediaInfo Bureau | Delhi | December 21, 2010
Mantri Developers, Bengaluru’s leading real estate company recently launched Mantri Pinnacle, the tallest residential tower in South India. Located at Banerghatta Road, Bengaluru Mantri Pinnacle is a 46 storied tower that offers world-class planning and lavishly proportioned houses, with all the essentials of gracious living.
Mantri Developers wanted to preview the project at the Bangalore International Airport and Posterscope’s mandate was to showcase the avant-garde stature of Mantri Pinnacle. The team at Posterscope met this challenge by creating the tallest mock-up model of a project ever made for any real estate company in India. The realistic looking model stood tall at 21 feet from the ground and made for a spectacular sight that could just not be missed.
Haresh Nayak, MD, Posterscope says “ Our key task was to create impact in the TG intensive environment and we were able to do that by creating a first time ever ambient media for our client. We saw so many people taking their pictures standing in front of the mock-up as it looked so realistic. I believe this is the best proof of our deliveries”.
Apart from creating an avenue to reach out to the right target group in the Airport, Posterscope also created a well planned outdoor campaign for the launch using strategic billboards around Bengaluru.
Commenting on the campaign Niranjan Tadanki, General Manager, Marketing, Mantri Developers said, “With the help of Posterscope we were able to design an innovative and ingenious campaign that helped Mantri Pinnacle elicit one of the best witnessed responses in the real estate industry in the recent past.”
Earlier Posterscope worked on a rebranding campaign for Mantri Developers, across 4 cities in India that unveiled the real estate company’s new corporate identity and logo. The new identity reflects the expanded strategic focus of the brand as it evolves from a realty brand to an aspirational luxury brand. Since their inception in 1999, Mantri Developers has challenged norms and set new benchmarks through every endeavor creating a legacy of excellence for the brand. Through the rebranding campaign they wanted to convey the brand’s assurance to all customers and stakeholders.
As part of this rebranding exercise, the corporate logo was revamped and the new logo is inspired by the signature of its Founder & CMD – Mr. Sushil Mantri. In the most compelling way possible, the logo guarantees that Mantri will always stand by and honor their commitment and promises.
A campaign was launched to communicate the transition from the old log to the new contemporary logo.
Posterscope India unveiled the outdoor campaign with the tagline “More than a new logo, a mark of personal assurance”. The brief was to create high SOV in Bengaluru and a visible campaign across the 3 cities of Hyderabad, Chennai and Pune. Posterscope communicated the message effectively by ensuring that the campaign left no corner untouched in the city of Bangalore. The Outdoors was focused on high traffic zones in cities, that appealed to the imagery of the brand and created a connection with the customer at various touch-points of the target audience. The range of formats used included large format hoardings, unipoles, backlit signs gantries and Airport Media.
The strategic spread had created high SOV in Bangalore and excellent brand visibility across Hyderabad, Chennai and Pune. In all it was a meticulously planned campaign at key locations giving excellent mileage to the re-branding campaign.
Speaking about the campaign, Haresh Nayak, Managing Director, Posterscope India, said "We offer a very fresh approach to clients who are interested in moving the focus from normal OOH campaign to a very strategic and innovative OOH, we were able to display the same in case of Mantri Developers”.
For the record, Posterscope India has set up a network in 26 cities; some of its key clients include the P &G, Future Group, Philips India, Tetrapack, Nestle India, Essar Group, Titan, Bharti AXA, Ray-Ban, Amul, Mont Blanc, Google, AirAsia, GoAir, Adidas, Blue Star and Tata Second Career.