Bandra, the pulsating heart of Mumbai, embodies a perfect blend of tradition and modernity. With its charming Portuguese-style architecture, glamor of movie stars, and bustling vibe, hangout spots with global cuisines, and hyper connectivity with prime locations like BKC, domestic, and international airports, Bandra has apt options to offer every home seeker.
Often addressed as the ‘Queen of Mumbai’, there is a huge collection of luxury apartments in Bandra. The region has a diverse community, which makes it a perfect blend of cultures and lifestyles!
But, does it really have it all? Well, Raymond Realty took on the task of adding to Bandra what was missing—an all-inclusive and the finest residential gated community—‘The Address by GS, Bandra’
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Providing the missing crown to Mumbai’s queen, Raymond Realty is offering luxurious living in Bandra with a huge array of 2 BHK and 3 BHK flats. Inspired by the vibrant Bandra lifestyle, this isn’t like other new residential projects in Mumbai, as the brand is fostering community living in the region.
While seeking an apartment in Bandra, many of us desire to reconnect with others to build deeper connections in an urban lifestyle. Recognizing this need to redefine urban living in apartments in BKC, Raymond Realty is focusing on providing a community living experience amidst Bandra’s cultural richness and a sea of residential projects.
With rising demand for residential real estate, many new residential projects in Mumbai have been rolled out. Despite this, ‘The Address by GS, Bandra’ stands tall by offering the true essence of contemporary living in the ultra-modern world.
But it’s not just the project that’s turning heads; it’s the ingenious marketing strategy, to launch a new tower (Tower A), that’s stealing the spotlight.
Here’s a look at the marketing strategy with which the brand was able to achieve this, setting high standards in the domain of new residential projects in Mumbai.
A Marketing Masterstroke:
Raymond Realty smartly planned and executed the promotion of ‘The Address by GS’ with some thrilling pre-buzz activities, showcasing the appeal of luxury apartments in Bandra.
Launching a teaser with immersive and interactive content, the brand built a huge curiosity before the grand unveiling.
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Taking their marketing game to the new benchmarks, the employees of Raymond Realty joined in for the amplification of this campaign as they shared posts about this new launch on their social media accounts, giving an organic boost to the campaign.
Not just this, the brand revealed a video that visually showcased the multiple amenities ‘The Address by GS, Bandra’ has to offer.
From Streets to Silver Screens: The 360-Degree Amplification:
Opting for a 360-degree approach, Raymond Realty leveraged multiple mediums, leaving no stone unturned. In-film branding in the blockbuster ‘Fighter’ movie ensured that the charm of ‘The Address by GS’ reached cinema lovers.
Promotion using Out-of-Home (OOH) advertising, print ads, and strategic audio ads on popular radio platforms like Big FM, Radio Mirchi, and Red FM further added layers of authenticity and reach about ‘The Address by GS’.
The digital amplification strategy was equally creative and impactful, leveraging the power of social media platforms to engage with the audience and generate buzz. The informative content and constant engagement with social media audiences through interactive content ensured maximum visibility online.
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Influencer Marketing:
Raymond Realty did deep research throughout and came up with some really impactful collabs with popular influencers. Featuring ‘Mumbai ki Rani’ Malishka to reveal how this project has added the missing crown to Bandra, gives us one more reason to love this campaign.
Not just this, collaborations with known influencers like Kamya Jani from Curly Tales, RJ Sahil and RK Realtors helped the brand to show every detail of this premier project in an engaging manner. These creative influencer activities helped the brand to attain extra authenticity and reach to this campaign.
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The Results:
With strategic planning and seamless execution, this campaign has become a great case study for marketers, both in terms of numbers and impact. With Twitter hashtags trending for three consecutive days, the campaign managed to create massive excitement among the target audience.
With all the attractive offerings and a 360-degree campaign, the brand managed to sell 50% of the total inventory within 24 hours! Well, all this was possible because the brand managed to resonate with the audience using multiple touchpoints.
Conclusion:
So whether you’re a young professional seeking a cozy nest or a family in search of spacious homes, ‘The Address by GS, Bandra’ has something for everyone. With the success of this campaign, Raymond Realty has proven that when innovation meets vision, greatness follows.
With the demand for apartments, especially for a 3 BHK flat and a 2 BHK flat in Bandra, being at its pinnacle right now, and the success of this campaign, Raymond Realty is geared up to launch a new tower to fulfill this demand.
Overall, with the launch of ‘The Address by GS, Bandra’, Raymond Realty has crafted a legacy in the residential real estate of Mumbai’s Bandra.
What marketing lessons did you learn from this campaign?
