While the Lodha Group has a strong foothold on Mumbai, it wanted to extend awareness about its credibility beyond the Mumbai market. Also, For the NRI audience who left India years ago, the Lodha Group may not generate top-of-mind recall as compared to older developers who have been in the market for a longer period. So, the other objective of this campaign was also to establish the Lodha Group in the NRI market.
To establish Lodha as the biggest real estate developer in the country
To widen the targeting net among the NRI audience
To generate brand recall about Lodha’s credibility, offerings and quality in the Mumbai market
Audiences lying in sec A&B were mapped through browsing and purchasing patterns
With Akshay Kumar as a brand ambassador, a high decibel campaign was strategized across India, UK, USA, GCC and SEA on Facebook, Instagram and YouTube
We made Lodha the first real estate brand to test a promoted video on LinkedIn. This video received extremely high viewership, but more on that later
Mumbai and Delhi were the key markets that were targeted during a Mumbai Indians vs. Delhi Daredevils IPL game on HotStar
We leveraged publications like Money Control and The Times of India for festivals and key events like Akshaya Tritiya and the Karnataka Elections
Heavy remarketing was carried out through snackable content to target audiences which engaged with the longer cuts of the video
We designed rich, interactive banners through mCanvas in order to increase engagement online and appeal to the right TG amidst all the noise
Re. 1 cost per view on LinkedIn achieved with a 16% video completion rate
45% VTRs in NRIs in GCC through DV 360
9.7 million completed views across all markets