Artsy cam­paign sells re­sort projects in Shan­tinike­tan

Outdoor Asia - - INDIAN UPDATE - The out­door ad­ver­tis­ing cre­ated quite a buzz and helped the new pro­ject in get­ting reg­is­tered very fast in the mind­scape of prospec­tive buy­ers, par­tic­u­larly the ones with a cul­tural bent of mind

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.

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