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Joyville showcases ‘Unboxed Living’, where ‘families live to grow’

Created by FCB Ulka, the Sharpoorji Pallonji group is trying to target the middle income for the first time with its affordable housing segment in its latest campaign. The concept of ‘Unbox Living’ is an apt metaphor for the move from a house with limited space to a home that is larger and more airy

BestMediaInfo Bureau | Mumbai | June 9, 2016


The affordable housing segment of Sharpoorji Pallonji group, Joyville, focuses on showcasing ‘Unboxed Living’ in its new print campaign created by FCB Ulka, Mumbai. Joyville is a different venture for Sharpoorji Pallonji, which is known for the luxury segment. With Joyville, they are targeting the middle income group for the first time.

The group is targeting to build 20 million square feet of residential space over the next seven-eight years in the first phase of its affordable housing business plan. These projects will be developed across Mumbai, Pune, National Capital Region, Chennai, Kolkata, Bengaluru and Ahmedabad and will be priced between ?20 lakh and ?60 lakh depending upon the location.

Created by FCB Ulka, the print campaign highlights the amenities. For instance, Joyville Howrah offers apartments away from the hustle and bustle of Kolkata. The purpose of this campaign was to position Joyville as a preferred choice for home buyers where families ‘Live to Grow’.

Sharpoorji Pallonji wanted to provide the same luxury it does otherwise, hence offering middle income groups a luxurious option. The ‘Unboxed Living’ is shown with the top-view of the property with extra sunlight, air and space that one can live in. The campaign dwells on the promise of spacious living with family at economical prices.

On the campaign, Cyrus Engineer, Senior VP, Sales and Marketing, Shapoorji Pallonji Real Estate, said, “Joyville provides its residents a lot more space and gives them room to grow. The concept of “Unbox Living” thus is an apt metaphor for the move from a house with limited space to a home that is larger and more airy.”

Speaking about the creation, Vinci Raj, Senior Creative Director, FCB Ulka, Bangalore, said, “Whether it’s a luxury home, or a budget home, everybody prefers to live in a place where they get more light, air and space. We wanted to show Joyville as the affordable real estate option with unboxed living.”

The Print AD:

Joyville-2 Joyville-3


Client: Shapooji Pallonji Real Estate

Brand: Joyville

Agency: FCB Ulka Advertising

Chief Creative Officer: Swati Bhattacharya

Art Director: Vinci Raj

Copywriter: Swati Bhattacharya

Account Management: Anita Gokral, Shilpa Singh, Priyanshu Dikshit

Post production:, Triangle Films

Photographer: Subhash Koppula

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