Advertisements are more than what we merely see on our screens, it takes a robust amount of time, energy and resources to bring it alive. Advertising campaigns not only help brands reach its target audience but also make consumers aware of the product or services. In fact, it sometimes plays a crucial role in evolving consumer habits, trends and traditions. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Raunika Malhotra, president- marketing, Lodha, talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited Excerpts).
What was the thought behind the campaign?
Lodha has always been regarded as synonymous with ‘prestige’ and ‘luxury.’ We are recognised as the makers of the world’s finest developments that create thoughtful living spaces to provide an enriched living experience to all our discerning customers. With focus on attention to detail, design excellence, and warm services; the campaign was crafted to build visibility for these pillars that make us who we are.
With the vision of transforming the way of living, we have created some of the most iconic developments. From delivering landmark addresses like No. 1 Grosvenor Square in London and Lodha Altamount and Lodha World Towers in Mumbai to conceiving the integrated city of Palava, all Lodha developments are a testimony to the brand’s vision.
Which agency has conceptualised the ad?
Alok Nanda & Company are our partners who have helped to conceptualise the brand campaign.
How do you intend to influence the consumers with this campaign?
The campaign serves as a powerful tool to showcase the essence of Lodha’s vision and commitment to deliver unmatched luxurious and holistic living experiences by showcasing the world’s most celebrated developments, amenities and services that define the brand.
Which are the mediums you will advertise on and why?
Our brand campaign was communicated across all mediums. Additionally, we conceptualised a holistic PR approach which included brand campaign reviews, large-format media articles and a press release announcement. The consumers are across platforms and hence it’s important to ensure that the messaging is customised to the medium and audience segment.