'Friendships Blossom' at K Raheja's Vistas property

Conceptualised by UtopeiaCommunicationz, the ad campaign showcases the close-knit bond one gets to share at the housing destination

BestMediaInfo Bureau | Mumbai | August 1, 2016

K Raheja Corp has unveiled its latest advertising campaign for its 11th tower of the gated community Raheja Vistas, at Andheri East, Mumbai. The campaign conceptualised by Utopeia Communicationz showcases the camaraderie of the residents and offers buyers a chance to be a part of the Raheja Vistas community.

The idea behind the ads is to encapsulate the essence of the close-knit society that makes Raheja Vistas much more than just a residential society.  Throughout the campaign, they have tried to tap the bond of friendship and relate it to the Raheja Vistas' positioning of just a residential society.

Sudarshan Banerjee, Director and Managing Partner,Utopeia Communicationz, said, “Raheja Vistas is one of the most prestigious addresses in the central suburbs. Many from advertising actually live there, many have met their better halves in this community and many have wistfully wanted to shift to this property; therefore the campaign had to be something special. We think the tagline of 'Friendships Blossom Here' aptly sums it up. So this being the last tower, there has to be a good old fashioned reminder for many.”

The campaign is targeted largely at double-income young families with children in the age of 5-15 years; essentially employed in senior management and seeking an improved lifestyle for their family. Reaching out to this discerning populace, the campaign extends its marketing beyond traditional routes, through referral and loyalty programmes, backed by its endeavour to bring together like-minded people.

Vinod Rohira

Speaking about the launch of the last tower, Vinod Rohira, Managing Director and CEO, K Raheja Corp, said, “We do not build houses, we create destinations people would want to call their homes. We offer our clients a holistic experience that includes a mix of best in class amenities and the coming together of like-minded people. Raheja Vistas is a well corroborated community with 10 towers completed and housing 700+ flats; and this becomes the last opportunity for like-minded people looking for a new home. With this offering, we fortify our commitment to deliver to our discerning clientele only the finest living experiences.”

This month-long multi-media campaign launches across print, outdoor, and online, and focusses on the Mumbai market.

The last tower has 70 apartments in the 2.5, 3 and 3.5 BHK variants. The property offers a club house, swimming pool, lawn tennis court, squash court, badminton court, gym and banquets.

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