K Hemani Group uses OOH to break through communication clutter

Eggfirst Advertising painted the city of Mumbai yellow with an outdoor campaign, titled 'Dekh Bhai', executed for an upcoming project by the Group

BestMediaInfo Bureau | Mumbai | March 16, 2015

A happy family dining together; a father-son duo playing catch on a lush green lawn; a young married couple on a terrace garden atop a high rise – the real estate sector in India has been marked by stereotypical imageries for years. K Hemani Developers sought to move away from the tried and tested in its recent campaign.

Eggfirst Advertising painted the city of Mumbai yellow with an outdoor campaign, titled 'Dekh Bhai', executed for an upcoming project by the K Hemani Group.

The teaser campaign, deploying an emoticon on loud yellow background with an interesting message, was far from the clichéd communication style in most real estate campaigns. “The germ of this idea came from a message that is doing the rounds on some social networking sites. It is our creative team that made it larger than life and produced a clutter breaking campaign out of it,” explained Ashish Banka, VP and Co-founder, Eggfirst Advertising.

Priyank Hemani, MD, K Hemani Group elaborated, “It's our mission to bring home owners close to their dream. Every project we have done so far is a reflection of that. We didn't want the communication for a new project to get lost in the mundane messaging done in the real estate domain. Eggfirst Advertising has done a brilliant job of creating a stir in the market with a clutter breaking campaign.”

After setting the tone with the teaser pre-launch promotion, the campaign will now move on to the launch phase.

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