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Subishi, a leading real estate developer, aimed to position Fortuna Towers in Mokila, Hyderabad, as a luxurious alternative to cramped living spaces in the city. The goal was to highlight its large-sized apartments and premium amenities in a crowded market.
Mellow Designs adopted a twofold strategy. We built the communication around the concept of “Mukti” (freedom)—freedom from small homes and a mundane lifestyle. A stunning brochure was designed with relatable visuals and a clean layout to emphasise the spaciousness of the apartments, allowing potential buyers to envision a more comfortable life.
Our research identified a rising demand for larger living spaces. This insight drove the campaign’s core message, addressing the audience’s desire for both physical and lifestyle freedom.
The marketing campaign successfully grabbed attention. The digital ads sparked curiosity with clever messaging, while the brochure effectively highlighted the spaciousness and comfort of Fortuna Towers, resonating with the target audience.
Sell what the city cannot offer. We positioned Subishi's Fortuna Towers in Mokila, Hyderabad as a luxurious alternative to cramped city living, making distance from the centre the benefit rather than the objection.
Name the feeling, not the square footage. We built Subishi's campaign around "Mukti", meaning freedom from small homes and a mundane lifestyle, which reframed a specification as a life change.
It set the message here. Research identified rising demand for larger living spaces, and that insight drove the campaign's core idea of addressing buyers' desire for both physical and lifestyle freedom.
Letting the reader picture living there. We used relatable visuals and a clean layout to emphasise the spaciousness of the apartments, so buyers could envision a more comfortable life rather than read a spec sheet.
Change the comparison. Subishi's Fortuna Towers competed on large-sized apartments and premium amenities, using space as the axis rather than location or price.
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