SDS Raheja Residency, a mid-income luxury residential project from S Raheja Realty of Mumbai was launched in Varanasi toward the end of the year 2012. Ether acted as their local Creative Agency executing the entire launch project starting with the pre-launch S Raheja Realty branding activity at the Hathua Market Pandaal site during the festival of Durga Puja, followed by one week long SDS Raheja Residency pre-launch teaser campaign establishing the S Raheja Realty “Orange” as their brand color for SDS Raheja Residency in Varanasi, and further followed by the launch event itself revealing the project with attractive 3D rendered imagery. The project highlights Kashi’s first Terrace Garden, 14 Floors of PURE Luxury, Indoor Sports and PURE Living integrated in a trendy looking and impressive building layout in 2 wings. One of the biggest USPs of the project being S Raheja Realty’s expertise of over 5 decades.
SDS Raheja Residency marks S Raheja Realty’s entry into the state of Uttar Pradesh. Varanasi was chosen as the site for their first ever project in the state due to its promising and ever growing real estate market. It indeed is. And this is perfectly reflected by the number of new real estate projects that have recently embarked in the city.
I would like to briefly talk about the 3-phase branding & launch activity that was undertaken by S Raheja Realty.
- Pre-launch S Raheja Realty branding activity at Hathua Market Pandaal
- SDS Raheja Residency pre-launch teaser campaign
- The SDS Raheja Residency launch event
1. Pre-launch S Raheja Realty branding activity at Hathua Market Pandaal
The pre-launch S Raheja Realty branding activity undertaken at the Hathua Market Pandaal site during the festival of Durga Puja was a wise decision taken by the S Raheja Realty management upon Ether’s advise. Unconventionally, we went ahead only with the entrance of the site introducing a neat looking site branding artwork that merely, and cleverly, demonstrated S Raheja Realty’s existing projects in other parts of the country. After much thought and consideration put through, we eventually chose to go ahead with a bold decision – we did everything in white – in S Raheja Realty style. And later we learned that it wasn’t a mistake because, as envisaged, our artwork stood out against the rest of the much cluttered site and competing artworks. Interestingly, we included the headline in both English and Hindi. It was a success. But we hadn’t introduced the S Raheja Realty’s Orange to the city yet as their brand color for Varanasi. It was to come later.
2. SDS Raheja Residency pre-launch teaser campaign
And this is what later was. Following S Raheja Realty’s pre-launch branding activity at the Hathua Market Pandaal site, SDS Raheja Residency’s pre-launch teaser campaign was shortly introduced at four prime outdoor locations across Varanasi backed by airing of the campaign on Radio Mirchi. Before we knew it the orange-striped white shining billboards and PURE living radio campaign got people talking about the Rahejas. This campaign was a huge success leading to the much anticipated climax of this entire S Raheja Realty teaser campaign. And with all the invites sent out, it was now about time.
3. The SDS Raheja Residency launch event
So, with the last minute wrap-ups of SDS Raheja Residency’s launch activity showdown, pretty much everything was in place on the morning of the launch – November 9, 2012. All set to hit the agenda, the doors opened welcoming buyers, journalists and other patrons into the heavily branded SDS Raheja Residency premises. The SDS Raheja Residency was up for sales. And BAM…all of the money spent on the entire marketing stint was recovered within the first quarter of the day. The launch event was a huge success.
And this concluded Ether’s role of bringing out to the people of Varanasi a Mumbaikar product in Mumbaikar style.
Here are some of the creatives we designed for S Raheja Realty – down to the hindmost bit…like the directional signage and provisional receipt: