Challenge
Puravankara wanted to sell homes through a high-impact campaign with a limited budget. The challenge was to create a campaign that would draw massive attention without spending on celebrity endorsements.
Approach
In collaboration with Sankalp Communications, Mellow Designs conceptualised a campaign leveraging the legacy of Chanakya, one of India’s most revered historical figures. We used his image and wisdom to symbolise smart decision-making and positioned home-buying as an opportunity to "save big", aligning it with Puravankara’s offerings.
Thought Process
Chanakya’s reputation as a wise and strategic thinker made him a compelling and culturally resonant figure. We tapped into this cultural familiarity to create a narrative that would appeal to the masses, positioning the act of buying property as an intelligent and strategic move.
Result
The campaign, rolled out on hoardings across the city and on the front page of major newspapers, sold over 900 homes in just 72 hours. Its success led to the third edition of the campaign being launched in four other metro cities.
