In a world of drab real estate advertising that is choc-a-bloc with "graphic representation of project" creatives, a new campaign for Mantri Developers in Bengaluru has taken the word "representation" to an all-new high (pun intended).
South-based real estate company, Mantri Developers, recently launched an ambitious project, the Mantri Pinnacle, which claims to be the tallest residential tower in South India. Located at Banerghatta Road, Bengaluru, the 46-storey tower offers world-class planning and lavishly proportioned houses. The project will be completed in the next three years.
Fabrication of the tall structure took the agency a month and a half, with material such as MS pipes, MDS, boards, acrylic sheets and self-adhesive vinyl (SAV) being used to bring this to life.
Haresh Nayak, MD, Posterscope, says, "Our key task was to create impact in the TG intensive environment. And we were able to do that by creating a first time ever ambient idea for our client." He adds that the mock-up also served as an interesting backdrop for many people, who clicked photos with it.
Apart from the innovation at the airport, Posterscope also created a billboard campaign for the launch, taking up about 40 sites around Bengaluru.
A prelude to this ambient innovation was another campaign launched a month ago, which was executed across four cities in India. This campaign unveiled the real estate company's new corporate identity and logo.
The new identity reflected the expanded strategic focus of the brand, as it evolved from a realty brand to an aspirational luxury brand. The revamped corporate logo was inspired by the signature of its founder and CMD, Sushil Mantri.
Via an extensive campaign, Posterscope unveiled the new identity with the tagline, "More than a new logo, a mark of personal assurance". The brief was to create a high share of voice (SOV) in Bengaluru and a visible campaign across Hyderabad, Chennai and Pune. Thus, the outdoor campaign focused on high traffic zones in these cities, using large-format hoardings, unipoles, backlit signs, gantries and airport media.