A real estate client is developing a weekend home Project ‘Swarg-Maru Gaam’, which would recreate a picture perfect village environment yet have homes with all the modern amenities. The challenge was to create an all-round unique communication campaign and make its presence felt across Vadodara.
Our dip-stick survey revealed that city dwellers believed that in the pursuit of material pleasures, we have lost out on the simple joys of life that only a village can offer. The only way to convince the target audience was by taking an experiential route.
Instead of making people visit the ‘Swarg’ site, we brought a slice of Swarg’s village life to the city. The complete village ambience was recreated at a multiplex, with an actual bullock cart, hay and earthen kitchen. To give it an even more realistic touch we roped in artists to perform Bhavai, the traditional folk-theater of Gujarat, on location. This real-time concept generated leads for ‘Swarg’, making it a sought after weekend home project.