T Bhimjyani Realty engages housewives à la 'Lunchbox'

To promote its new project, Neelkanth Woods, T Bhimjyani Realty decided to reach out to the wives through Mumbai's dabbawalas.

T Bhimjyani Realty has executed an outdoor, print and BTL-driven campaign for the promotion of its new project Neelkanth Woods. The campaign has been conceptualised by Underdog Communications.

The campaign is targetted at the women, wives to be precise, with the thought that they have a large role in the home-buying process. "It is a common belief that women are only influencers when it comes to home-buying, while the decision making lies in the hands of the males," says Vistasp Hodiwala, founder, Underdog. He adds that most research on the subject suggest that husbands and wives are equal partners in the decision making process these days.

In its BTL activation, the brand reached out to wives through Mumbai's dabbawalas. A mailer was dropped off along with the dabbas, while returning them in the evening. The envelope asked, 'When was the last time you surprised your husband with a sweet sweet deal?' It contained three inserts, each addressed to the husband, from the wife. The wife could then choose from these and send one to him, through the dabba, next day.

"We used the dabbawalas as they reached our TG. We could engage the women in an innovative fashion. Today, real estate advertising sorely lacks insights, innovations and consumer engagement," says Naresh Parmar, head, marketing, T Bhimjyani Realty. He continues about the insight, "We wanted to come out and openly acknowledge the women in our communication, and mirror just how far we've moved as a society from gender equality to gender parity; creating something not too many people had encountered in the real estate category."

When asked if focussing on women may lead to losing out on the male audience's attention, he adds, "The message in the OOH and print ads - 'No EMIs until January 2017' - is pretty straight-forward, and can get everyone's attention."

The OOH campaign has been executed through hoardings from Sion to Thane and Andheri to Kandivali. The Times of India and Hindustan Times have been used for print advertising. The first phase of the campaign will conclude on September 15, while phase two starts in early October.

The company claims that, out of all the enquiries received in the first week of the campaign launch, 50 per cent were made by housewives.