Artsy campaign sells resort projects in Shantiniketan
Sobuj Potro, a new resort-based bungalow project in Shantiniketan, which is getting developed by India Green Reality Private Limited, was promoted among its TG through a series of eye catching aesthetic creatives LQ RXWGRRU IRUPaWV. 7KH fiUP UROOHG RXW a VWUaWHJLF 22+ campaign through large format hoarding in major transit points of Kolkata and also suburbs like such aV A-& %RVH 5RaG f l yover, Min to Park crossing, Rabindra Sadan Exide crossing, Park Circus 4 No. Bridge, Gariahat Pantaloons, Rashbehari AYHQXH, 6RXWKHUQ AYHQXH, 6KyaPEazaU 5-SRLQW FURVVLQJ, 0aGKyaPJUaP, DXUJaSXU (0XFKLSaUa crossing) and such. (xHFXWHG Ey A%& AGYHUWLVLQJ, WKH 6REXM 3RWUR RXWGRRU campaign rode on the strategy of venue marketing. The objective of the promotion was to capture the imagination of the target audience by projecting Shantiniketan as a gift of nature, a haven of peace and tranquillity, and a centre of art and culture. Thus the visuals for the outdoor campaign were rendered in water colours combined with photography which helped in increasing brand recall making it different from other real estate project communication visuals . The campaign blended illustrations of heritage, art and craft, and the lifestyle of Shantiniketan with visuals of modern day protagonists, thus capturing the myriad shades of Bengal. For example, a city woman rode a bullock cart and strummed a guitar while a ‘baul’ played the ‘ektara’. Urbane ladies participated in the ‘Basanta Utsav’ in some visuals and on other billboards they danced with a ‘dhunuchi’ LQ WKH ‘DXUJa 3XMa 0aQGaS’. 7KH ZHOO NQRZQ %HQJaOL singer Surojit sat by the Kopai river with the guitar creating music. The visuals were a treat for the eyes and stood out in the clutter and in this phase not a single Sobuj Potro bungalow has been shown contrary to the convention.