Shapoorji Pallonji launches a ‘Wellness done right’ OOH campaign
By emphasising the functionally and performance aspects of its new residential project AUBBURN at Sarova, Shapoorji Pallonji’s Group Real Estate Arm SD Corp has launched ‘Wellness done right’-a thoughtful OOH campaign, urging people to give care to themselves. AUBBURN is a 55-acre integrated township located in Kandivali (E), Mumbai.
To reach a wide set of audiences, the billboards are set in a 3-D format and it has an individual doing his office work while sharing a message, ‘A new age of wellness has begun’. The brand considers OOH as a key driver in priming awareness for campaigns and admires it as a medium providing a great frequency.
The billboards for two weeks were put across Mumbai at prime locations like JVPD circle and Bandra Reclamation Flyover. OAP, an outdoor agency, executed the campaign. The newly launched residential project is A Shapoorji Pallonji – Dilip Thacker Group Venture and is called AUBBURN at Sarova by SD Corp.
Wellness is much more in today’s time than merely physical health, exercise, or nutrition. It is the full integration of mental, physical and spiritual well-being. With the shift towards the right cause, due to Covid-19 hitting the world, and mental health gaining much-needed awareness among families, employees, and relatives, people have slowly and steadily been discussing it.
With Eureka Forbes (Shapoorji group company), Shapoorji Pallonji has also created a unique ‘Shapoorji Wellness Solution’. This includes Vacuum Cleaner, air conditioner, Ayurvedic Water Filter, with air purifier and revolutionary Corona Guard. The new customers get this as a gift of Wellness from Shapoorji Pallonji. Wellness is a conscious, self-directed, and evolving process of achieving full potential. Thus, an important part of wellness is creating balance in our lives. During this pandemic, the need for Holistic Wellness has been brought to the core. Everyone wants to live in an environment where they can thrive.
Speaking about the campaign, Sanat Johare – Brand Manager, SD Corp said, “Wellness as a category has been misused too often with just cosmetic propositions. We believe that we have put wellness to the soul of our product and in all genuineness, we think it will benefit profoundly the residents of AUBBURN project. Not only we wanted to grab people’s attention, but we also wanted people to absorb that messaging and experience the feeling of wellness. These concepts were planned in a way that resonates with all when they think of a stress-free and happy environment. The response we have received is the testimony that it has struck a chord with all. OOH medium has helped to reach out to the consumers and has helped in creating recall.
He also added, “At AUBBURN we have put Wellness to the center of everything. Starting with the basic elements Air, Water, and Spaces. We have meticulously worked on delivering not just a building but a Wellness source. It is in every inch of the project, In-door, Outdoor, Common Areas, Flora & Fauna, Recreation, Leisure, etc. We have broadly classified wellness in a few categories as Structural & Environmental Wellness, Physical Wellness, Mental and Spiritual Wellness, and Social Wellness.