Tata Housing spins a wheel

The creative involves a 12 feet charkha, with the progressive skyline as a backdrop.

Real estate company Tata Housing, in association with Arvind Estate, has launched an out of home campaign in Ahmedabad to promote its township at Vadsar, near Gandhinangar in Gujarat. The creative involves a 12-foot charkha, inspired by Mahatma Gandhi, at the Kankaria Lake of Ahmedabad, with Gujarat's progressive skyline as a backdrop.

The wheel is sculpted from scrap materials collected from various industries in and around the city. The small wheel in the creative indicates 'pols', the housing clusters from which Ahmedabad has gradually grown. The skyline depicts the evolution of real estate in the city, tracing the transition from small housing apartments to modern townships. The larger wheel symbolises industrialisation, relating to the growth of real estate and the automobile industry hub clustered around the outskirts of Sanand. The belt here is the binding link between industrialisation and real estate.

The creative has been designed and executed by DDB Mudra Max.

Vikas Nowal, vice-president, DDB Mudra Max, says, "The brief was to develop an art structure design inspired by Ahmedabad's history, keeping the city's real estate industry in mind."

The campaign also sends the message that industrial waste should be minimized for a greener and sustainable tomorrow.

The three-month campaign started in January and will continue till March. Kishor Pawar and Haresh Patel took about a month to design it.

The campaign aims to target SEC A, A+ and SEC B audience for Vadsar Township that offers both affordable and luxury housing.

Tata Housing, in association with Arvind Estate, has erected only one such structure at the Kankaria Lake, which goes back to the 16th century.

Tata Housing is a subsidiary of Tata Sons and was established in 1984. Its primary business is the development of properties in residential, commercial and retail sectors.