Ashiana Housing has launched a campaign to promote its new project Ashiana Town in Bhiwadi which boasts of a unique concept of kid-centric. The campaign is conceptualised and executed by Tomorrow Creative Lab and Intertwined Brand Solutions, and will continue till March 2018.
In line with this new category of ‘kid-centric’ homes, the construction company rolled-out an integrated multimedia marketing campaign on December 8, 2017 across digital, OOH, digital videos, WhatsApp and print advertisements. The tagline ‘Behtar Parvarish Ka Pata’ emphasises on Ashiana Housing’s effort at making a property equipped for children in terms of safety, security, learning and recreation.
The campaign aims to strike an emotional chord with a simple yet powerful conversation between a mother and her son and reflects the brand’s sincere intent to provide the children with a nurturing environment through its high-quality infrastructure and amenities.
Varun Gupta, Director, Ashiana Housing Ltd, said, “Today the standards of good parenting and the needs of the children have changed dramatically. Off late, the buying behavior of the modern working parents has also changed as they realized that their homes need to be more kid-friendly. Further, our internal study revealed that the safety of family and kids tops the priority list of the buyers. Keeping this new lifestyle and pattern in mind, we have entered kid-centric homes category. Ashiana’s kid-centric homes are a place where children are not a second thought, but are at the core of its design. This is our endeavor to help the children grow into fine young men and women with a bright future, pride of their parents and an asset to the society.”
Malvika Mehra, Founder and Creative Director, Tomorrow Creative Lab, said, “The amenities at Ashiana Town, their initiative of a robust ‘Live and Learn’ programme for kids along with the close proximity to the Ashiana school, makes this property a paradise for children. The main idea behind the campaign was to hook parents with the insight that a good ‘mahaul’ or environment makes all the difference to their child’s upbringing, and that when kids grow up here, they turn out, well...different. We’ tried to communicate this via sweet, simple stories like in the first film ‘Pocket mein kya hai?’ and in others that will follow. All reiterating the fact that Ashiana Town is indeed, a ‘Behtar Parvarish Ka Pata’.”
Divya Pratap Mehta, Founder and Chief Twiner, Intertwined, said, “Our task was to identify a deeper, business driven consumer insight into children’s upbringing that could swing the preference into Ashiana Town’s favour. We found that in better Parvarish, as the magic word for parents. Our task then was to ensure that the idea was translated across the consumer buying journey in a truly integrated and business driven manner across press, OOH, digital, video, cinema, social and PR. The integration efforts are aimed at ensuring that each medium uniquely contributes to awareness, enquiries, site visits, trial stays and eventually leading to a healthy booking ratio.”
Ashiana Town boasts of a good environment for children, created by the amenities, the activities under Live and Learn programme, and the inspiring presence of the Ashiana School. This will enable parents to keep children positively engaged, aid a well-rounded development and lend the place a campus like air. As part of the Live and Learn programme, Ashiana has tied-up with education consultants like The Hearth Education Advisors, a leading consulting firm based between Europe and Asia, with offices in London and New Delhi.
Client : Ashiana Housing
Agency: A collaboration between Tomorrow Creative Lab and Intertwined Brand Solutions
Creative and Strategy leads : Malvika Mehra and Divya Pratap Mehta
Production House: Man on the Moon films
Director: Shamik Sen Gupta