Paranjape Schemes Construction Ltd.

What is Athashri?

Paranjape Schemes' Athashri is a fun, vibrant community designed to make senior living enjoyable and fulfilling. Athashri homes are convenient, well-assisted and completely customised as per senior citizens’ requirements.

With the increasing number of senior citizen housing projects, Athashri had to stand out in its marketing game. With its target audience spread across two generations: the seniors themselves- popularly known as the “boomers” and their adult children - the “millennials”; it had to come up with innovative strategies that could appeal to both alike.

The team of 3 dots design thought of a different approach to appeal to the said target audience.

Athashri's latest campaign was a groundbreaking success in the advertising world. The challenge was to create content that appealed to three generations, a task made even more difficult by the increasing generational divide in digital media.

3 Dots Design ingeniously used memes to bridge this gap. By tapping into the universal language of humour, the campaign effectively conveyed the message that senior living can be joyful and fun.

The campaign aimed to reassure the target audience that aging doesn't mean sacrificing a fulfilling and fun lifestyle. Athashri's innovative approach has set a new standard for marketing senior living.

Campaign

What was the “homes for the Gen-ji” campaign?

To stand out in the crowded senior living market, Athashri needed a unique marketing approach. The challenge was to connect with generations across varying age groups. 3 Dots Design took a bold step by using meme marketing. While memes are popular on social media, adapting them for traditional media like billboards and newspapers was a big challenge.

The creative team capitalised on the generational divide between millennials and Gen Z online, often overlooking the wisdom and experience of the older generation. Someone’s grandfather- or Dadaji, someone’s grandmother - or ajji are a part of the greatest generations to have ever existed.They coined the term “Gen-ji” to honor the generation and created a campaign featuring Athashri residents as popular meme characters. This innovative approach showcased the vibrant and fulfilling lifestyle offered by Athashri, resonating with all of the generations.

They emphasised on the conflicting choices among punekars and non-punekars, younger and older generations making it equally relevant and fun.

For example, the ever annoying mispronunciation of popular acronyms such as FC college, ABC chowk is a trigger point for Punekars - effectively showcased through renditions of relevant memes by the team at 3 dots design.

Or the polar opposite breakfast choices between pancakes among the younger generations and the OG thalipeeth among the older ones was an appealing narrative for the audience.

Impact

The campaign seems to have impressed all the generations equally. The younger demographics were seen interacting with it on social media, while the older audiences resonated with the billboards of the same - it reinstated the fact that growing older doesn’t mean compromising on having good times. Athashri is a place where one would not live a monotonous but a fun life with great company.

Clever culmination of humour (memes), wit (puns- Gen-ji) and topicality (relevant digital trends) enabled the campaign to be a success among a wide range of audiences. This campaign successfully leveraged various media platforms to create real impact.

On social media, strong visual content, relevant storytelling and a bit of interactivity created buzz. The message was reinforced through traditional media channels like newspapers and billboards as well, reaching an even wider audience including older demographics.

The combination of these channels led to increased brand visibility, improved brand perception, more sales and conversions, and higher customer engagement.

3 Dots Design hence successfully utilised the power of memes to communicate a significant message across generational divides, preserving its core meaning.

3 dots design, a leading creative advertising and marketing agency in Pune, seamlessly blends the latest trends into the clients marketing requirements.

Whether it’s crafting the perfect relatable meme or tapping into the latest trends, team 3 Dots Design is here to help you stand out in the digital crowd. To bring your brand closer to your target audience, start your marketing journey with 3 Dots Design today.

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.