Brand Adnest endeavors on a philosophy of
Namrata Group is a renowned name in the real estate world of Pune, Talegaon and Kamshet. With its range of budget homes, gated communities, luxury homes, commercial spaces and more, Namrata Group has catered to various needs and carved a niche for itself in the region.
After the resounding success of Ecocity, Namrata Group entrusted Adnest with the promotions of their latest venture- Ecocity 2.0.
A real estate project is sold based on various factors. The target audience is defined based on the price, location, amenities and much more.
Ecocity 2.0, is located in an upcoming neighbourhood of Talegaon. The area, owing to its fast development, has been attracting people from various walks of life. Hence, the target audience was vast and the campaign had to talk to them all at once!
We began by defining the potential customers. Families, young working professionals who just migrated to the town, young professionals with jobs in Pune or Mumbai, second home buyers, weekend home buyers, retirement home buyers and investors were our potential customers.
The target audience was segregated into two categories – those who attached an emotional value to the house and those who saw it purely as an investment.
Adnest identified two creative routes within the same campaign; a practical one for the investors and an emotional approach for those who sought a home.
The artwork painted a gated community’s picture in an illustrious manner. Regular individuals, who any common man could relate to, were placed against the graphic backdrop. People with different needs, age groups and economic classes were included in the campaign.
The practical part majorly showed professionals who were likely to invest in real estate, and second home buyers who bought homes to rent the property out.
The emotional approach depicted moments from people’s lives against a similar background. Upgraded lifestyle and the comfort of a community life were at the forefront of this approach. Available amenities, safety and an introduction to the neighbourhood were also included in this approach.
The campaign was received well by the people of Talegaon.