Most real estate ads - and there are plenty across media - tend to focus on the idea of 'dream homes' or 'premium lifestyle at affordable costs'. However, JP Infra has a different take for its newest project in Mira Road, Mumbai. The project JP Infra North has created quite a buzz in the city with its OOH campaign, designed by Mumbai-based Tugboat Communications. The company has used billboards, with cheeky messages, across railway stations and heavy footfalls areas in Mumbai, to spread the message about the upcoming project.
"Media, today, has become very, very cocky. The reality is that someone who is playing all alone in the digital field is not looked at seriously by buyers in our industry. There has to be that mix of print, outdoors etc," says Manoj Asrani, vice president, sales & marketing, JP Infra, on the reason for launching the campaign.
The brand has used OOH mainly because of its 24-hour visibility, with minimal copy and effectiveness. The campaign is being extended to print (tabloids), radio and digital.
"Real estate is always about carpet area. But, people who are going to live there probably also care about the living space, and not just the carpet area and that is what we are trying to say - 'this house can give you more than the carpet area'. It lets you walk close to nature, lets you reach home early from work place, has health clubs and art studios. We wanted to talk about it first in a disruptive manner and then substantiate with print ads," explains Neeraj Karkal, founder and planning director, Tugboat Communications.