Cutting out the obvious from Luxury Living


Portia is an uber-luxurious residential project at Baner, Pune by Vilas Javdekar Developers. Launched in October 2014, it offers quintessential luxury through its PresidencesTM (Premium Residences) with a structure that is eye-catching, to say the least. It also offers customisable floor plans for all its PresidencesTM.

Portia Hoardings_30x10-1



Since its launch in 2014, the visibility for brand Portia was minimal. This has led to its reduced presence in the mind space of not just its target audience, but also the people of Pune. Additionally, with a plethora of residential projects claiming the ‘luxury’ tag, there was a need for brand Portia to talk to the people.


While luxury projects usually rely on the usage of a set of cliched images that symbolise luxury, it also makes them look like ‘one of the many’. For Portia, we decided to break this template by going for a copy-centric campaign which would highlight luxury, differently. As the layout got rid of the regular elements that showcased luxury residences, the copy talked about aspects of Portia that were not well-known. This included flexi-architecture, possession guarantee, and more.


The mainline campaign consisted of a series of three half-page advertisements in TOI. This was ably supported by hoardings that were put up at strategic locations around the project.

Hoarding MocksPortia


The campaign generated a lot of traction for Portia. As the visibility increased, the enquiries, walk-ins, and bookings went up. Customers admitted that Portia was already on their mind, and the campaign helped them go ahead with the decision of booking a residence at Portia. The tone of the communication was also appreciated. The campaign not only served the purpose, but went beyond.




Happy Streets goes viral with #SetuDigital Task Force!

A special initiative needs a special digital team to work on making it big! “Happy Streets” activity powered by Vilas Javdekar Developers + Times of India was one such initiative which needed special attention and coverage on the Social Media platforms of Vilas Javdekar Developers.

A lot of rich digital content was generated by our digital team over 12 Sundays.

> 20 Happy Streets Videos
> 360 degree videos for Facebook
> Live Tweets on all 12 Sundays
> 120 Instagram Stories
> 11 Contests followed by Give aways

Reach on Social Media Platforms (Facebook + Twitter + Instagram + Youtube)
> Total Impressions : 10,93,137
> Total Engagements : 19,547 (Reactions + Comments + Shares + RTs + Hearts)

Read along to know more…

“Happy Streets” powered by Vilas Javdekar Developers
Vilas Javdekar Group is a reputed real estate company which believes in building a community of happy people who live an active life.  They saw an opportunity at connecting with such people through the Times of India initiative Happy Streets. The event which is spread across 12 Sundays in the winters, hosts many activities in different residential locations of Pune. This year it was conducted in 5 prime locations. The idea is to make the streets of Pune available to the residents to have a Happy Sunday on the Streets which are otherwise very noisy and busy with vehicles. Vehicle free streets of Pune are a bliss for the residents to enjoy a lot of fun activities such as Drum Circle, Cycling, Zumba, Skating, Football, Yoga, Tug Of War, Selfie Booths among many others thus building a strong community.

VJ Live Stage is one of the main activities at Happy Streets. It gives the residents a platform to showcase their talent on the stage and helps in getting rid of the Stage fear. Residents enjoy showcasing their talents through Dancing, Singing etc.

Tweeting Live from the event!

Setu Digital, Setu Advertising, Happy Streets, Vilas Javdekar Developers, Digital Agency 2

Live Tweet sessions at Happy Streets by Twitteratis from the Setu Digital Team

360 degree video of Drum Circle at Happy Streets

Social Media Contests and Give Aways

Its fun when the entire Digital Team comes together for events like these to populate content and make it reach the correct audience!


Setu creates a positive vibe at CREDAI National Conclave in Delhi.

We crafted 3 films that strengthen the positive impact of Real Estate business. Using the visual medium of communication, Setu Advertising made a successful attempt at shedding a new light on the Real Estate Sector.

The Challenge

Real Estate is often perceived as a fraternity of ruthless money makers, but like every other story, this one too has its other side. At CREDAI Conclave 2016, Mr. Aditya Javdekar, President of CREDAI Youth Wing, aspired to break stereotypes about the business that makes and shapes homes.

The Solution

CREDAI has always taken up initiatives through which the members can extend a hand for the betterment of their task force. We picked the CSR initiatives and looked for some stories that would reflect the impact of these initiatives. We came across a pile of inspirational stories out of which we picked three and converted them into short films that would connect with the viewers emotionally.

The Strategy

The films were based on true incidences. They represented the beneficiaries of CREDAI Educational Scholarship, CREDAI Skill Development along with the efforts put in practice to promote Housing for all scheme by Indian Government. The films were shot in first-person narration where the beneficiaries expressed their gratitude towards developers for making their lives better.

The Presentation

The films were presented in CREDAI Conclave 2017 and appreciated by dignitaries like Sh. M. Venkaiah Naidu, Hon’ble Minister for Urban Development, Housing and Poverty Alleviation and Sh.Shekhar Gupta, Senior Journalist & Columnist.

The Result

The films successfully projected the better side of builders – the second highest employers in India who benefit over 50,000 people through their CSR initiatives every year.

An idea that united 25,000+ Food Lovers. #KopFoodFest!

The first of its kind, an authentic Kolhapuri Food Festival visited the food lovers of Pune in March 2017. With a unique theme and a vibrant venue, Kolhapur Food Festival captured the imagination of 25,000+ Pune’s foodies.



Concept and Execution
Setu Advertising conceptualised and designed this unique event in Pune – Kolhapur Food Fest which was executed along with White Copper Entertainment. The thoughtful administration of White Copper team made the event as seamless as anticipated! Unlike the innumerable food festivals in Pune, this food fest invited famous eateries from Kolhapur to ensure that Pune’s food lovers enjoy authentic Kolhapuri cuisine, served by the best from Kolhapur.

Strategic Tie-Ups
The Kolhapur Food Fest was organised in Pune over 3 days, spread over a weekend. To ensure that the best eateries from Kolhapur participated in the fest, we tied up with Kolhapur Eateries, the biggest Facebook community of Kolhapur’s foodies. This not only allowed us to filter the best names from Kolhapur but also created a greater local connect to penetrate the Kolhapur food chains for scouting.

Highlights of #KopFoodFest
> 30 authentic eateries from Kolhapur (Rajabhau Bhel, Hotel Padma, The Castle hotel, Rajabaal paan, Phadtare Misal, Gavran Misal, M..M..Masoora, Hotel Tambda-Pandhara)

> 25 stalls at the Kolhapur Flea Market (Kolhapuri Chappal, Chipade Saraf, Jaggery and Kakwi, Narsobawadi Basundi, Amba Bhadang, Hotel Mirchi)

> Kolhapur Bazaar : Procurement of famous Kolhapuri spices and food items (Pudachi vadi, Korate chutney, Javas chutney, Deepak Farsaan, Kharidaal, Sanglichi halad) and few Bakery items like Milk bread, Fruit bread, Pav butter, Khari (Yalgud bakery, Bharat bakery) from Kolhapur.

Instead of opting for only traditional media to promote the fest, we promoted Kolhapur Food Fest through an innovative combination of new-age and conventional media.

Through Kolhapur Eateries, potential participant eateries were targeted to join the festival in Pune. Social Media (Facebook, Instagram and Twitter) was majorly used for event promotion. Strategic tie-ups, curated content and smart execution resulted in huge engagement on new media.

A few hoardings were placed at strategic locations in the city. Posters at offices & youth hotspots and posters on the premises of event partners were extensively used. An offline News Coverage in Kolhapur helped in getting the authentic names on board.


Event Venue and Decor
The event venue was decked up with innovative branding, colourful buntings, photo opportunity decks, Entertainment Zone, Children’s play area and so on.

We had decided to go Cashless with a Swipe Card by ‘Book My Show’. This card was issued to the entrants, which could be loaded with money and swiped at all the counters. It eliminated the hassles of using cash.


All in all, The Idea, Strategic Tieups, Content curated during the festival and Smart Execution was the key of the success of #KopFoodFest!


Setu introduces a niche Home Decor Brand to India!


Homepage banner 2


Started in 2008 by ace designer Roheena Nagpal, Atelier is a niche home décor brand in Pune. Atelier’s range focuses on functionality with the beauty of aesthetics at its core for homes. The brand has a creative range of tailor-made bespoke furniture, furnishings, wallpapers, rugs and bed & bath linen. Atelier also provides designer services that are a cut above the rest.


With its unique range of home décor products and services that have been delighting connoisseurs of art for 9 years in Pune, Atelier wanted to reach out to these lovers of art across India. While the geographic reach was both a challenge and an opportunity, the trickier part was connecting with people across different demographics. Delivering across India was a challenge and this required us to strengthen the digital campaign.


With the exclusive products and a bespoke range, we wanted to connect with connoisseurs of art who would love to invest in breathing more warmth into their homes. We designed a communication thought around how the home is our soulmate and needs to be pampered with what we love. The simple idea was to give as much information as is possible about Atelier’s beautiful range and customized services. We wanted the designer and founder, Roheena Nagpal’s journey to touch the heart of every connoisseur.Cover

The 4-pager design focused on showcasing how the creations and services offered by Atelier delivered on the promise of transforming a home into an unforgettably warm abode. The front page was an introduction to the brand persona, while the centre spread showcased the amazing product catalogue. The last page was an in-depth story about the designer’s journey, her services, her first store and her success. A heartfelt editorial storytelling approach focused on getting franchisee inquiries through calls as well as channeling queries to the online media – brand website and its Facebook page.


In order to make the brand’s products reachable, we devised a strategic platform called the Home Shopping Catalogue through which one could easily order a product through a WhatsApp code from the comfort of his home. The digital icons created in the catalogue helped simplify the home shopping process to a greater extent.



The exclusive 4-page supplement reached across many countries pan-India. The supplement was published in 43 editions of the TOI, which covered all Indian cities. Simultaneously, the brand website was updated with the latest creations of the brand. The website was made more robust and attractive to handle online shopping.


The strategic brand communication resulted in more than 600 sales calls for Atelier from across India. In fact, it resulted in tremendous franchise inquiries from many leading metros. In the period following the release of the 4-pager the brand website garnered a whopping 2576 hits and 943 website registrations. Brand Atelier created its exclusive space in the hearts and minds of the connoisseurs of art.  The impact of the communication resonates even today and was helpful in creating an impressionable identity of the brand.

Setu takes Pune’s leading kid’s decor brand across 45 cities in India.


L’Orange is a premium kids’ room décor brand by Pune-based ace designer Ms. Roheena Nagpal. While L’Orange has only one store in Pune at Phoenix MarketCity, it has become a preferred shopping destination for kids’ room decor. In fact, L’Orange boasts official décor licenses of Avengers, Frozen, Princesses, Barbie, Hotwheels, Spiderman, and other characters loved by kids. It is also the exclusive dealer of Doodlers – a writable kids’ room décor brand that is a trademark of Bennett Colman and Co. Ltd.

With its exclusivity of products and experience in delighting kids with room décor solutions for more than 5 years, L’Orange wanted to reach out to kids across India. While the geographic reach was both a challenge and an opportunity, the trickier part was connecting with people across different demographics.

While the products were meant for kids, the cost associated with the kids made it imperative for us to connect with the parents – who would be the primary decision makers. We designed a communication around the thought – Fun Bachpan. The idea was to give a sense of nostalgia for the parents, and then ask them to gift their kids a memorable childhood. Additionally, the simple idea of nostalgia would connect with parents across India.

The campaign designs focused on showcasing how the products offered by L’Orange delivered on the promise of a happy and memorable childhood. The product installations, themed rooms were showcased in the advertisements in a very strategic manner. In fact, simple design tools were created and incorporated to enhance the product understanding. For example, the uniqueness of using the Doodlers range was illustrated through specially designed icons. This gave both the parents and the kids across the board, a clear idea about the product delights and benefits. This also gave an understanding of the range of products L’Orange had to offer.

The time chosen to showcase the campaign in media was the month of March, which would allow parents to gift their kids something special for the summer holidays.

The mainline campaign focused on getting enquiries through calls as well as channeling queries to the website. This integration helped the brand cater to a larger audience and service them with a hassle-free sales service.


The mainline campaign consisted of 3 half jackets and one exclusive 4-page supplement over a period of 4 weeks. The advertisements were published in 43 editions of TOI, which covered all Indian cities. Simultaneously, the idea of Fun Bachpan was run as a Facebook contest, with freebies and gifts. The website was made more robust and attractive to handle online shopping.


The campaign resulted in more than 1400 sales calls for L’Orange from across India. In fact, it resulted in almost 400 franchisee enquiries for the brand – with minimum 2 enquiries from each city.

In the online space, L’Orange achieved unprecedented results. With over 32,000 website visitors, the L’Orange website was flooded with queries. In fact, the average time spent on the website was almost 5 minutes. The website also witnessed more than 7000 unique registrations.

Brand L’Orange has created its exclusive space in the hearts and minds of both parents and kids. This visibility and noise will definitely help them to be India’s Best Kid’s Décor Brand.


#ADDA: A quirky hub for Khana-Peena and infinite possibilities


After gaining a thorough experience of running his own lounge, a restaurant and a co-working space, our client wanted to mesh up all these aspects into a fun and productive environment for the next generation. With this in mind, we put our thinking hats on. And we got to thinking – What is that one place where we hang out with our friends but it’s privy to a very few people?

Out of the many ideas we discussed, the one which struck a chord the most was ADDA. The word ADDA (Hindi word for a hangout) is a palindrome and it has a certain special ring to it. It’s a word frequently used by the youth and sticks well with our target group. The ‘#’ (hashtag) is a jargon frequently used by them. And thus #ADDA was conceptualised.


Designing the logo was just as fun and challenging as constructing the identity. For the youth, they need their own zone, an exclusive place to brainstorm and ideate. So we visualised a co-working space for entrepreneurs, writers, coders, poets, artists and musicians alike. Imagine a place that encourages and stimulates out-of-the-box thinking and mobilises exciting ideas. After hours of discussions, reading and innumerable cups of coffee, the Tangram emerged as a relevant object to symbolise #ADDA.

A Tangram is a puzzle in the form of a square made up of seven pieces of different colours. The pieces can be arranged into different patterns to look like the silhouettes of various objects. The number of meaningful combinations is virtually limitless. We associated this with the innumerable possibilities that can arise when people from diverse domains and varied skill sets meet up and share a passion for innovation and creativity.



With the identity and logo in place, we began devising a marketing strategy and campaign for #ADDA. With their target audience actively present on social media we laid more emphasis on Facebook, Twitter and Instagram. Hoardings and standees were designed, printed and set up. #ADDA opened doors to a warm response in January 2016.