VishnuBaug Project Work - BrandMatterz

Mother Brand Positioning thru Product Advertising: Vishnu Baug is Nirman's hero project. Why the hero project? Nobody else redevelops such lavish, huge apartments with all kinds of amenities in Model Colony. The brand wanted to authoritatively claim the position in luxury. The brand has done luxury projects but wasn't really known for luxury projects, especially in redevelopment. To solve this brand positioning issue, especially while changing the brand identity, this was the right product to announce the brand identity change as well as to announce that this company's brand is way better than the other redevelopment brands in the model colony.

So the project and its success were used to revaluate the corporate brand, and instead of a typical elevation, we used a swimming pool image because, after doing some research, we realized that none of the redevelopment projects in the model colony actually had a roof-top swimming pool. The image was used, and very minimal points were used to highlight the project and to have a push to express the attitude of the luxury brand positioning.

The solution was excecuted through outdoor i.e hoardings at Prime location near Model colony and targeted digital ads in the same theme.

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