An unforgettable real estate launch of a novel ‘senior living’ project
A real estate launch with style, scale and most importantly, humour!
Challenge
To launch Primus, a senior living-focused offering that combines real estate and hospitality, without attaching the stigma of old age homes
Research
Extensive interviews with seniors and other opersations people, to understand the TA
Understand Primus, the features, the homes, the facilties and the people
Design
Positioning the TA as ‘Super at Sixty’
Photography
Illustrations
Cartoons that bring humour to the positioning
Advertising across media
Extension to digital media
Positioning the TA as 'Super at Sixty'
“In India’s cluttered real estate market it is becoming increasingly difficult to stand out”
A detailed real estate launch like Mantri Primus needed real and unique photography
Impact
The campaign generated awareness and leads
The TA remembered the campaign creatives
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