Sunteck Realty ties up with Disney to cut across ages

By Rashmi Menon , afaqs!, New Delhi | In OOH News
Last updated : November 01, 2012
The realty firm has used Disney's characters to appeal to younger audiences, while promoting its new residential project.

To promote its new residential project, realty firm Sunteck Realty has tied up with Disney and Marvel for its out of home (OOH) campaign that aims to tap the festive season. The hoardings use popular Disney characters such as Mickey Mouse, Donald Duck, Pluto and Spiderman to capture the interest of children.

The OOH campaign, titled 'Versus', was conceptualised by Mumbai-based Origin Beanstalk Creative Consultants. It began on October 16 and will continue till November 10.

The campaign is spread across 50 hoardings in Mumbai, with seven different creatives at arterial intersections with maximum flow of commuters, such as Bandra Sea Link, where the entire campaign is displayed through 12 hoardings.

Kamal Khetan, chairman and MD, Sunteck Realty, says that Disney and Marvel characters resonate childhood moments and happiness, which is what the new project tries to achieve. Thus, the campaign aims to make an emotional connect during the festival season.

Besides the hoardings, the campaign also covers the online medium. Through texts such as chatroom vs childhood friends, online friends vs on ground friends, closed minds vs open spaces, crowded living vs castle living, the campaign addresses the emotions of parents, who would want a place for their children to play with other children.

Kamal Khetan

Upendra Singh Thakur, co-founder, Origin Beanstalk Creative Consultants, says, "We opted for an aspirational differentiation rather than a functional differentiation, which is witnessed often in the real estate domain. The aim was to 'drive a conversation' with the consumer rather than mere selling to them. Through the campaign, we connected to the aspirational side of each individual. The Versus campaign outlines how each consumer is special and instils a ditto reaction in their minds that the project, too, is special. It highlights the nuances of a city life that people can relate to."

"As a premium and luxury segment project, the Versus campaign was conceptualised as a unique campaign to bring out the essence of a lifestyle city within the city. Through our association with Disney, it rises far above the mundane amenity-driven or elevation (building)-driven advertising campaign. The use of aspirational and lifestyle imagery further accentuates the visual appeal of the campaign. Leveraging the Disney experience by use of the multiple characters adds freshness to the campaign,"

says Khetan.

First Published : November 01, 2012
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