Prospering or progressive are the adjectives that are occasionally associated with the state of Gujarat. Taking a cue from it, Real Estate Company Tata Housing, a subsidiary of Tata Sons, in association with Arvind Estate, has launched an out of home campaign in Ahmedabad to promote its township at Vadsar, near Gandhinagar, Gujarat. According to AFAQS, the creative is a 12-foot charkha, inspired by Mahatma Gandhi with Gujarat’s progressive skyline at its backdrop.
The creative has been designed and executed by DDB Mundra Max as a three month campaign and aims to target the affluent audience of Vadsar Township that offers both affordable and luxury housing. The structure which goes back to the 16th century, has it wheels sculpted from scrap materials 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 symbolizes industrialization, 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 industrialization and real estate. The campaign also sends a message that industrial waste should be minimized for a greener and sustainable tomorrow.
The Facebook page that has more than 68K fans was not only informed with this creative as updates but a dedicated app was created on the page too. The app that is exclusive for its fans, gives a glimpse of the Charkha and what does it stand for. On Twitter, followers were informed about the creative too and were occasionally asked if anyone has visited the Kankaria lake and seen it live.
Additionally, on Facebook, the page has regularly posted updates regarding the creative and how it’s the new age charkha that is made of recycled elements to inspire youngsters to create clean and green living societies.
Indeed an inspiring creative by Tata Housing and at the same time integrating the creative to reach out to the youth through social media has been commendable too.