 "campaign logic")
Brand: Lodha Group
Budget: Rs 10 crore
Agency: Ogilvy & Mather
Selling a home is akin to selling dreams. Real estate brands have to identify the aspirations of buyers to sell their version of a dream home. A majority sell their brand by offering amenity-rich properties with well-crafted larger than life images of spacious, green and safe homes.
Budget: Rs 10 crore
Agency: Ogilvy & Mather
Selling a home is akin to selling dreams. Real estate brands have to identify the aspirations of buyers to sell their version of a dream home. A majority sell their brand by offering amenity-rich properties with well-crafted larger than life images of spacious, green and safe homes.
Real estate player Lodha Group, too, has gone down this path with its first TV commercial (TVC), “Find your Kingdom”.
The TVC begins with a little girl entering a room holding a key in her hand. She first looks through the keyhole inquisitively and smiles before unlocking the mysterious door. The child enters a home of her dreams. A voice-over says, “Ghar mera ek kile sa hai, jismein sab kuch bada bada sa hain” and gives a peak into the girl’s home where she goes through surreal experiences like spotting a deer and trying to pet it, riding a tricycle to reach her castle, clapping to switch on the lights of a room with a big harp at the centre, staring at the fantasy night sky and climbing up into a bed. The film ends with her falling asleep in her home at Lodha.
Viral Oza, chief marketing officer, Lodha Group, says, “The film aims to depict life at Lodha and what consumers can expect from Lodha properties. The poem recital by a little girl about her kingdom conveys that the home you dreamt of as a child can be a reality.” The promise is that Lodha properties provide ample green and open spaces, a secure environment, and all the amenities for a good life and to instill a sense of belonging.
The Lodha Group is one of India’s leading real estate developers with presence in the UK, too. It’s a a premium brand synonymous with luxury and experiences.
Piyush Pandey, executive chairman and creative director, South Asia, Ogilvy & Mather, says, “Lodha is known for its quality homes, where lots of families live in comfort and luxury with facilities and security. To me, it’s like living in a fort. The campaign captures the dreams and desires of people, and offers Lodha as a modern-day fort.”
From 2003, the Lodha Group has grown to become India’s largest developer with sales growth (net) from Rs 50 crore to Rs 6,400 crore in 2015-16. How does it distinguish itself from other luxury brands?
“Building a better life for our customers is our brand DNA. We seek to achieve this by leveraging our core strengths — the five Ls of leadership, luxury, lifestyle, location and legacy — to create landmarks of exemplary quality and design that benchmark the highest standards of international living,” says Oza.
For example, Lodha has partnerships with renowned international architects/designers (such as Armani/Casa, Trump, Philippe Starck, Jade Jagger, Greg Norman) with an aim of making impeccable lifestyle accessible from affordable to high-end luxury. The focus is on raising the bar and benchmark for superior quality housing in India.
According to Knight Frank as of August 2016, Lodha’s land bank consists of over 5,500 acres (including ongoing projects) with a valuation of $11 billion.
In fiscal 2015-16, Lodha Group posted net sales of Rs 6,400 crore and delivered 6,800 homes. The company aims at achieving Rs 20,000 crore by 2021.
According to Oza, the company focuses on branded realty, with a belief in developing and marketing its real estate projects as “branded products” rather than commodities. Lodha has a portfolio of brands wherein every brand has a clear positioning and a distinct brand promise to “build a better life”, so as to provide differentiated offerings to various categories of customers, across price points.
