Established in 1987, the real-estate group, Ekta World has recently launched an OOH media campaign in Mumbai. The group aims at promoting a novel concept calling it the ‘Realty Index’; listing down the best deals available in the current real estate market for a limited period of time. Interestingly the ‘Realty-Index’ only pertains to the real-estate projects by Ekta World, claiming that till the 19th of this month 10 of their projects will showcase available units, current market price, its growth value and depreciation value and the future estimated price.
The OOH campaign that has been executed by both Bright Outdoor and Global Advertisers in Mumbai has a uniform creative with a couple of iterations in the communication, depending on the media site. The communication displays an ascending bar chart of buildings showing a bullish trend that reads ‘the only realty index in the world, where you always stand to gain’ in some, ‘book a home in Ekta Oculus now and gain more’ and ‘book a home in Ekta Tripolis now to gain more’ in the others. All the communication has a common call to action number, website details and the offer period, which is 9th to 19th of April.
Yogesh Lakhani, CMD, Bright Outdoor says that Bright Outdoor implemented the current campaign effectively through a strategic approach involving extensive research, valuable insights and execution to ensure that the real estate campaign gains maximum traction since the campaign offering is for a short duration. “With Ekta World’s new concept and communication on its realty index coupled with high impact outdoor sites all across the city, I am sure the brand will be able to engage a large target audience for its upcoming projects,” he adds.
“Ekta World is a trusted client and we share a long standing relationship with them. They were very clear about what they wanted. The task on our part was to select hoardings that did justice to the goals of the target set by the client. We gave several options and after careful consideration, the final sites were selected. We are in the middle of the campaign and the outcome has been very positive so far,” explains Sanjeev Gupta, MD, Global Advertisers.
The campaign that is up for a short duration has mainly used traditional outdoor media formats and has been rolled out at locations such as Bandra, Andheri, Mira Road, Opera House, Sion, Cadbury Junction, Worli Naka, Dadar, Malad, Juhu, Andheri Link Road, Lokhandwala, Vile Parle, Cadle Road and Warden Road among others.