Hiland, one of the most prominent Real Estate brands in Eastern India, wanted to bring premium riverside living, replete with all plush facilities to Kolkata. The 262-acre riverfront township in Maheshtala was the tangible proof of their idea, which they targeted towards the MIG and HIG buyers. However, because of the prevalent economic conditions worldwide and the overall psyche of the lion’s share of the TG, the project faced a lot of hindrances. Sale figures were difficult to achieve despite the marketing efforts. That’s when they approached Genesis with a single question – ‘what do we do?’
The agency’s answer was simple - to call a spade a spade and move beyond conventional advertising. The team at Genesis approached the problem by staying rooted in reality, talking the common tongue and offering the MIG buyers what they really wanted and at price points that they were happy to match. By adopting a different way to sell real estate, the agency crunched the floor space of the units and brought down the starting price to INR 14-15 lakh.
Cricket legend Sourav Ganguly was appointed the brand ambassador. As a part of the strategy, we launched Sourav Ganguly’s cricket academy within the project. We decided to sell the flats through a lottery, broke down the campaign into three phases and promoted it heavily across all media platforms. Forms were made available at Big Bazaar and a host of financial institutions were roped in to facilitate housing loans, which helped us reach out to the exact TG.
The forms flew off the desk and Hiland Greens became the talk of the town.
Genesis resulted in the sale of 5,000 flats within weeks from the launch; a record in that segment at that time. The brand garnered a lot of positive feedback and word of mouth from the campaign, which they continue to leverage even today. The success of the project Hiland River years later proves it.