Pranjee launches its premium residential township in Mumbai

Company Brief

Mumbai, April 01, 2009

Pranjee Properties have launched their first premium township Garden City, in suburban Mumbai. Pranjee, a leading real estate group, gave Urja Communications the challenge of launching the residential project in the midst of a downturn, when most property buyers are waiting and watching, instead of buying.

The Pranjee Group has several successful residential and SOHO projects in Chembur, in Mumbai. Garden City however is a first for them – a completely independent, gated community with modern flats, vast landscaped gardens, shopping and entertainment options and a club house. Urja designed the visual identity of Garden City to reflect this complete lifestyle.

While branding and other communication elements were developed to withstand a changing marketing scenario, the launch plan was clearly meant to do just one thing – attack the downturn, by providing a compelling reason to book now.

Urja developed hoardings and brochures for the property to build awareness in the areas close to the property, and at the same time conceptualized a launch offer for the short term to generate bookings in the first couple of weeks - A “Flat + Tata Nano” for every 1 in 10 buyers. Tata Nano symbolizes the aspirations of the middle class, and therefore is in perfect tandem with the Garden City dream – an affordable terraced flat in a desirable township close to a railway station.

The media plan and the ads were developed to create maximum impact when the project launched on Gudi Parva day - a busy day in the real estate calendar - and helped Pranjee’s Garden City stand out amongst the other real estate projects fighting for attention.

Urja’s solution also covered on ground activities and pre sales material. The launch generated more than 500 walk-ins on the very first day, and is expected to pick up further steam over the next few months, when Urja rolls out an interactive website, as well as TV Press and radio campaigns.

For further information, please contact:

Urja Communications Pvt. Ltd.

Priya Sarin Singh

Tel: +91 22 40715700

Email: priya@urja.com