MUMBAI, INDIA – House of Hiranandani, a premium real estate brand developing iconic integrated communities in India, celebrated the country’s 72nd Republic Day with a unique and innovative digital campaign encompassing its existing and prospective customers. By releasing a thought-provoking campaign, House of Hiranandani engaged with its consumers with the motive of cherishing the significance of the day.
House of Hiranandani, known for its pioneering and innovative concepts in building construction and transforming suburban sprawls of land into well-planned urban communities, came up with the campaign idea to reach out to their target audience in the decision-making stage of the property buying process. Keeping this in mind, Tonic Worldwide conceptualised and executed a campaign to create customized experiences for them reflecting the House of Hiranandani homes.
Prashin Jhobalia, Vice President, Marketing Strategy, House of Hiranandani expressed great pride in executing the innovative digital campaign and said, “We always look to enhance customer experience, whether it is through the product or such innovative digital mediums. Delightful customer experiences go a long way in bridging robust relationships and encourage us to serve them better. Our aim was to tell our customers through the videos that they have the #RightToPerfectHome.”
“In the home buying journey, visiting a sample flat or property comes in the last phase of the decision-making. Thousands of people had visited the House of Hiranandani sample homes across various locations. Leveraging the data shared by these visitors and House of Hiranandani’s hyper personalised campaign, the first ever undertaken by a realty brand in India, we created thousands of hyper personalised videos reinforcing and reminding buyers about their right to a spacious home, to safety and security, convenience, fitness of mind and body, and luxurious living”, said Jhobalia.
The campaign was strategized & executed by their digital agency Tonic Worldwide, using Tonic Worldwide Intuitive Programming (TWIP), the personalisation included their name, the booking or visit date, and their respective locations. Along with the personalisation, they were also given an option to download the video to share with loved ones, share it on Facebook or visit the website to check out offers and more. The campaign was also promoted amongst the larger audience on social media with customised videos for the platform.
With the Republic Day campaign, House of Hiranandani did what they are best known for: ‘Creating a unique experience!’ The campaign is also a humble tribute from House of Hiranandani recognising the importance of its customers and their strong association with the brand.