XRBIA appears to have arrived at the golden mix of real estate marketing:affordable units, a fixed rate home loan at 7.25 per cent and an innovative outdoor media mix plan in Mumbai and Pune by Global Advertisers. The OOH Agency has succeeded in crafting a campaign to attract buyers and investors to XRBIA with Times Property (Nov 27 – Nov 30) at BKC in Mumbai that has delivered beyond all expectations.
The campaign scores a number of firsts. No Pune-based builder has launched a campaign of this size in Mumbai so far. It is also special in that while it is Time Property that is holding the expo, it is a solo show for XRBIA. The 7.25per cent fixed rate home loan being offered by India Bulls is also a first, as is the phenomenal response that the campaign has attracted for the brand. Global also scored a first by moving from concept stage to execution in a mere 24 hours. The outdoor campaign in Mumbai and Pune was spread over seven days, and employed three distinct creative artworks.
The Eiffel Group (XRBIA) is based in Pune with realty footprints in Mumbai, Nagpur, Delhi and Bangalore with over 25 million sq. ft. of existing development and 119 million sq. ft. of planned projects.
“We had some big and bold ideas that needed urgent action. We trusted Global to coordinate and execute those ideas, and they did! We are very happy with the footfalls at the venue, and there are three more exciting days to go,” said Pradeep Iyengar, CMO, XRBIA.
Sanjeev Gupta, MD, Global Advertisers said he was confident that the campaign would yield good results. “XRBIA offers a great opportunity for home buyers as well as investors. Its vision of creating 100 new cities is in line with PM Modi’s vision. At our end we moved fast with our vendors, service providers and team members to ensure timely delivery. The results have been very heartening on the very first day. We expect the going to get even better from here. I am grateful to my team of marketers, media planners, vendors and all the wonderful people at XRBIA who made this happen,” said Mr. Gupta.
