Paranjape Schemes Construction Ltd.
Paranjape Schemes is one of Pune’s most renowned real estate brands with over 190 top of the line projects completed in the past 30 years with a strong presence in both residential and commercial sectors. At 3 Dots Design Pvt. Ltd. Pvt. Ltd., we bagged the bragging rights for winning this brand along with all of its 30+ projects only because of our creative and strategic acumen which we could deliver with ease. Here’s what we did for Paranjape and rekindled its brand presence in the market.
- Print Media
- Outdoor Advertising
- Digital
- Social Media
NATURE VERSE
Paranjape Schemes has created two exceptional nature-centric townships that stand side by side: Forest Trails and Kaleidoscope. Encompassing over 300+ acres of verdant landscape, it is a unique proposition for nature loving Punekars to consider when choosing their home.
To ensure that the scale and natural abundance is properly communicated, we decided to bring both townships and their offerings of upscale apartments, villas and plots under the banner of Nature Verse.
Campaign Strategy
Pune’s landscape is increasingly becoming a monotone of grey and uninspired concrete jungle. Once a city of greenery, its populace is looking for avenues to reclaim this lost closeness with nature.
The concept of Nature Verse was created to ensure a distinct identity that stands apart from other developers with similar offerings. The imagery showcases the homebuyers’ want to escape the urban sprawl in a unique way.
From a copy standpoint, the communication focused on the expansive nature of the project. The nature-centric aspects of Nature Verse were communicated through the factors of ecology, sustainability, Life and Community. Showcasing the range of products from a luxury angle ensured that the communication spoke of urban opulence and proximity to nature in equal measure.
Implementation
The campaign was launched across the city on hoardings and a 4 page full jacket ads in Times of India, Sakal and Maharashtra Times. Simultaneously, it was rolled out through paid ads, organic posts and email campaigns.
Results
The Nature Verse Campaign created a strong differentiator between Paranjape and other developers’ offerings while giving homebuyers exactly what they were looking for. It resulted in substantial leads, site visits, and buzz among homebuyers and brand recall. Finally it created a unique property for Paranjape Schemes to showcase their townships in an entirely new light.
MISTY GREENS
Misty Greens at Kaleidoscope Township
A harmonious blend of luxury and nature, the epitome of exclusivity and grandeur.
In urban settings like Pune, where space is a coveted commodity, Misty Greens sought to disrupt the status quo by offering XL size residential villa plots. These expansive territories cater to discerning tastes, while providing an opportunity to establish their roots in a prestigious community.
Campaign Strategy
In a market cluttered with ‘nature-centric communication,’ we sought to highlight what matters – a space that you can truly claim as your own territory.
Taking a cue from the renowned Tata Safari campaign, the idea was to promote "owning the territory rather than the space." The campaign strategically positioned the XL size residential villa plots as more than just real estate offerings; they were envisioned as territories fit for royalty.
The campaign imagery – a silhouette of a majestic elephant was used as a symbolic representation of vastness. Much like the elephant's dominance in its habitat, Misty Greens XL residential villa plots were depicted as sprawling territories offering unparalleled space and exclusivity.
This imagery not only captured attention but reinforced the message of grandiose living with the target audience.
Implementation
From the digital realm to printed pages and attention grabbing hoardings on bustling streets of the city, the campaign unfolded a vivid picture of the lifestyle awaiting those who chose to invest in Misty Greens XL residential villa plots.
Results
Misty Greens offers more than just space – it offers a canvas for crafting a life of abundance and fulfillment. This promise of unparalleled space, exclusive territories and grandiose was put forth and made the right noise. The campaign generated significant buzz, with a surge in inquiries and site visits attributed to the XL residential Villa Plots, compared to standard-sized alternatives.
FOREST TRAILS TOWNSHIP
Painting the Town Green as NATURE’S THEATRICAL EXPERIENCE takes the centre stage.
Nature and monsoon go hand in hand. And rightly so. It’s a common saying that monsoons are best enjoyed amidst nature’s beauty and blessings. Forest Trails by Paranjape Schemes is a 190+ acre Township that’s studded with hues of green. A home to over 36000+ trees, indigenous species, valleys, trails and meandering terrains, this place is a sight to behold when it rains.
Nature’s Theatrical Experience- Monsoon Campaign for Forest Trails Township brings this beauty to the centre stage. This is a self-sustained campaign, launched in a period when not much real estate marketing activity is conducted by developers. With a series of hoardings, digital campaigns, print ads and even radio productions, we ensured that Punekars feel green, for all the right reasons.
Digital
Carousels, listicles, paid ads, organic posts, reels and videos. Name it, and we did it! Not just in print and outdoor, we ensured that Nature’s Theatrical Experience takes over your screens as well this monsoon.
Broadcast
The chirping of birds, gushing of water and whistling of winds at Forest Trails add drama to your living. With our radio ads, we captured these sounds, for you to hear and imagine in the comfort of your cars and homes.
Forest Trails - Campaign Overview
We created a completely fresh design to portray the 170 acres of vastness at Forest Trails Township. We conceptualized a campaign where we recreated the childhood memories and gave it a grand perspective of nostalgia. The campaign was bombarded across print, outdoor and digital media.
The Outcome
The campaign showed an overwhelming response on various platforms. Paranjape Schemes was successful in getting 180 leads from print, outdoor and digital. The campaign also achieved a total of 130+ site visits and that’s a commendable number even during these conditions.
Sinhagad Road - Campaign Overview
We started off with Blue Ridge Township and Orion at Blue Ridge. As we progressed, and began to outwit our own ideas, we came up with a simple idea for SINHAGAD ROAD projects. We continued to make the brand stand out on the digital front as well with e-mailers and social media posts for few of the other Paranjape’s commercial and residential projects.
The Outcome
The SINHAGAD ROAD campaign which was bombarded across all media platforms generated a whopping 1200 enquiries, and received 100 bookings. Paranjape campaign – quite literally took the brand and the agency on the road to success, and to the stars. Creativity without strategy is pure art. Add a little strategy to creativity and it becomes ADVERTISING – and that’s what we love to do for our brands.
The Groves – Campaign Overview
We conceptualized a creative campaign based on a simple brief that Blue Ridge Township was coming up with its maiden 1 BHK project. During the initial brainstorming sessions, we got an insight that customers have to adjust on so many aspects related to the location, amenities, price and connectivity when it came to owning a 1 BHK home. Our idea sprouted from that insight. Why not ask the customers to simply UN-ADJUST? Hence, our campaign was born. This campaign was published across print, outdoor and digital.
The Outcome
This campaign garnered a tremendous response, just like it did for the rest of our campaigns. Paranjape Schemes received whopping leads and bookings from print, outdoor and digital combined.
