Crafting a reassuring brand promise in the era of RERA

Brand:
With the core objective of not just building homes, but memorable lifestyles, Rachana forayed into creating developments at the most prime locations in Pune, 30 years back. Since then, these residential and commercial complexes have stood the test of time to embellish the skyline of the city. Along with delivering what suits the customers’ needs best, Rachana Lifestyle as a brand stands strong on its sound financial background and deep-rooted values of transparency.

Challenge:
While RERA was introduced to empower the homebuyer, there was a sense of anxiety among the buyers. At this point, it was important for a sound brand like Rachana Lifestyle to communicate the fact that home buying with them was and will always be peaceful, calm, and a delightful process. Where simple things like peace of mind when buying a home is rare, Rachana promised to make the customer’s life and world better through the lifestyles they deliver. It was important for the brand communication to embody this message.

Strategy:
With an objective to cater to this challenge we devised a corporate campaign highlighting how Rachana strives to make the home-buyer’s world better. This thought was based on the idea that simple joys always make the larger difference. In a clutter where everyone was making larger promises, Rachana was making a difference by delivering simple things like peace of mind, calmness, and delight. All these factors played the key role in making the world a better place. Be it through their charitable endeavours or transparent dealings!

RACHANA DIGITAL-01

Execution:
We executed an extensive hoarding campaign across Pune. The thought of delivering a better world was highlighted through a clean layout and clear communication. By focusing on the three most important human aspects of calmness, peace, and delight, we created an unforgettable impression in the viewers’ minds. The serene yet expressive faces strategically placed and used as visuals, beautifully synced with our keywords. They added the right touch of warmth to make a better impact. Most of all, they reflected the philosophy of a ‘better world’ that Rachana Lifestyle works incessantly to deliver.

Results:
A brand campaign in real estate that spoke about the simple joys of life, was a refreshing change for the home buyers. This registered Rachana as an honest and believable brand in the hearts and minds of the people!  

Newspaper

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s