GUARDIAN DEVELOPERS CORPORATE TVC
An emotional outlook in a transaction-driven real estate market
A touching and nostalgia centric TVC that created a niche for a Pune-based real estate developer in a sale obsessed market
In 2015, Guardian Developers, a 25-year old name in Pune’s real estate segment, decided to go pan-Maharashtra with offices across 5 more cities, including Mumbai. While the brand was respected in Pune, it wanted to catch people’s attention to build a name for itself in other cities.
At Setu, we observed that a sensitive message combined with a smart media presence was needed to enhance the chances of the brand getting noticed across cities. Since the real estate market was crowded with transactional communication, the idea was to standout in the clutter with a sensitive, corporate communication. Also, it was decided that television would be main medium of communication, because of its reach.
The positioning line for the campaign was designed to leverage the warmth of the brand’s name – Guardian. The central message was crafted as “Every home is a Guardian”. The television commercial looked at different instances in kids’ lives where a home is always there for them like a guardian. It not only resonated with kids, but the activities shown in the TVC found a strong nostalgic connection with grownups, who incidentally were the actual home buyers.
Released in Marathi on television and in English/Hindi in multiplexes and digital medium, the TVC made Guardian Developers a recognised brand across Maharashtra, as a real estate brand with a heart.