Ashiana Housing forays into a new category of residential property 'kid-centric' homes

Section :Other Briefs, Category : Corporate

Ashiana Housing Ltd, an Indian real estate development company introduces a unique concept of kid-centric homes in Bhiwadi-NCR called Ashiana Town, Behtar Parvarish Ka Pata. The child-focused facilities at Ashiana Town are thoughtfully designed to play a role in the kids' all-round development and create a 'mahaul' or environment that fosters their physical, intellectual and moral growth. The concept addresses the requirements of young working parents by helping them to save time and provide best upbringing and care for their children.
In line with this new category of 'Kid-centric' homes, Ashiana Housing has rolled-out an integrated multimedia marketing campaign on 8th December 2017 across digital, OOH, digital videos, WhatsApp and print advertisements. The tagline 'Behtar Parvarish Ka Pata 'emphasizes on Ashiana Housing's contribution towards making its societies thoroughly equipped for children in terms of safety, security, learning and recreation. The campaign strikes 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.
The campaign is conceptualised and executed by Tomorrow Creative Lab and Intertwined Brand Solutions and will continue till 30th March 2018.
Speaking on the brand's new campaign, Mr. Varun Gupta, Director at 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've 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 & 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 has the perfect environment for children, created by the amenities, the activities under Live & 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 & 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.

Ashiana Housing announced an invitational offer to its potential consumers to do site tours (of its kid-centric homes) with the help of its volunteer residents. In addition, the company introduced a trial stay offer for prospective home buyers to book a stay at Ashiana town and experience the amenities. The company has tied-up with the finest teachers, for the intellectual, physical and vocational coaching of children in the housing society premises. Ashiana Housing has always focused on needs over trends, quality rather than quantity, and people instead of profit margins.

Campaign Video URL: https://www.youtube.com/watch?v=v7Q7YxosqJA&t=3s
Creative and Strategy Partners: Tomorrow Creative Lab and Intertwined Brand Solutions

For any further information, please contact:

Anasua Mitra
Email: anasua.mitra@armworldwide.com