For the last 10 days, Donald Joshi has caught the eye of Mumbaikars, creating curiosity by displaying his extravagant dreams coming true. He has been seen on billboards, king-sized hoardings, newspaper ads; heard on the radio and has appeared in digital ads too. And in all of them, he is seen enjoying a good life â flying to London, buying a swanky new car, a solitaire for his wife, and enrolling his kid into an international school. Nobody knew who he was, except that you had to visit www.donaldjoshi.com to know more about him.
So, Donald Joshi is the guy who saves money by buying an affordable home in JP Infraâs Mira Road project called âNorth Garden Cityâ and uses the savings to buy a swanky new car, send his parents on a cruise, fly to London, throw a big party on a private island, buy a diamond-studded watch, get his child admitted to an international school and get a solitaire for his wife?
The campaign was launched in two phases. First, a teaser campaign was rolled out with interesting copies talking about the dreams of Donald Joshi such as âDonald Joshi is flying to Londonâ or âDonald Joshi brought a solitaire for wifeâ along with a message âWatch this space to know howâ. Following that, the unveil campaign gave a simple reason: âAll because Donald Joshi saved Rs 15 lakh by investing in their economical property projectâ.
The quirky campaign was crafted by JP Infra to promote its new project called 'Codename Now or Never', offering a wholesome and luxurious lifestyle tailored to nourish physical as well as spiritual well-being located on Mira Road. The campaign, designed by Alchemist Marketing Solutions agency, was aimed to stand out from other real estate promotions, which are primarily adorned with stock images. However, the agency and the brand duo ideated to build a character that is relatable with the name and his dreams.
Deepak Nair, Head, Marketing, JP Infra Mumbai Pvt. Ltd, said, âMost real estate companies often use stock images to promote their offerings but JP Infra wanted to stand out and break the clutter. We thought about the individual who would buy our property and imagined what he would like to do. That is how we came up with the idea of creating a character to talk to people and that's why we created Donald Joshi.â
Manish Porwal, Managing Director of Alchemist Marketing Solutions, said, âWe spoke to the client for an hour-and-a-half and then the Donald Joshi idea was born. We had the challenge of marketing to a limited geography and creating micromarketing hype is hard. TV was out because we were targeting the people from the suburbs of Mira Road and Bhayandar as well as various pockets of Mumbai instead of a mass audience. To reach them, we needed a high-decibel campaign and so we chose outdoor, digital, print and radio as our channels of marketing.â
The multimedia campaign included OOH medium to create a recall for the project and build higher impact. The campaign was deployed across Mahim to Chakala stretch targeting Western suburban to Virar to Mira road, especially targeting the middle-class audience that bank upon their investments/savings to fulfil their wishes. The intriguing campaign got an overwhelming response to the brand and was a major hit among the masses.
Clinet: JP Infra
Head, Marketing, JP Infra Mumbai Pvt. Ltd.: Deepak Nair
Agency: Alchemist Marketing Solutions
Managing Director of Alchemist Marketing Solutions: Manish Porwal