Mumbai: Godrej Properties Ltd launched a month-long comprehensive 360-degree campaign #HappyEMIs targeting the aspirations of young home buyers in India. Under this new campaign, home buyers can pay a pre-EMI starting Rs. 9999 per month for a limited period and book their dream home with Godrej Properties.
The campaign is underway currently and will conclude – on 15th September 2018.
The campaign uses affordable EMIs as the core proposition to reach its target audience. The #HappyEMIs campaign highlights the quandary of young home buyers who wish to own their dream homes but are apprehensive due to high EMIs. However, home buyers will now be able to own their dream homes with affordable pre-EMIs in comparison to the cost of several lifestyle accentuating products.
The campaign is being leveraged across all media platforms including digital video, print, out of a home, radio and social media. Under the campaign, two digital videos have been released which reinstate how #HappyEMIs of the dream home is now less than the cost of a new smartphone, less than rental payment, EMI of a car and less than the last minute flight ticket. Both the videos assert how there are few bigger joys than having a home to call your own.
The 360-degree campaign also encompasses a digital video with millennial-focused lifestyle YouTube channel, Timeliners targets young couples who are in dilemma of whether to have a child or not because of the rising costs of living.
Elaborating on the campaign, Lalit Makhijani, CMO, Godrej Properties Ltd., said, “This campaign is thoughtfully aligned with India’s 72nd Independence Day where we want to reach out to the aspirational homebuyers who desire a high standard of living, and not settle for anything less. With this campaign, we aim to offer young homebuyers with financial independence by investing in their dream homes, while thoughtfully balancing the burden of paying rent and hefty EMIs. #HappyEMIs is currently activated at our 22 project locations across 6 cities in India. We are optimistic that with #Happy EMIs campaign, we would be able to persuade those who have been postponing their decisions because they were apprehensive about the affordability of their dream home.”
Commenting on the idea behind the campaign, Shounak Guhathakurta, Senior Creative Director, JWT Mumbai said, “A simple and effective idea above all else. EMIs are a dreaded thing. The expression of #HappyEMIs put that notion to rest. At Rs.9999 a month, it was comparable to what people pay as rent or the cost of their next smartphone. The campaign pretty much wrote itself from there and especially worked well with consumers facing an all too common dilemma; to buy or to rent.”
