Dosti Realty has launched an advertising campaign for its Dosti 1 Mumbai project. The campaign has been conceptualised by Lowe Lintas.
Two films of the campaign feature actor Anil Kapoor playing himself alongside his manager. Using his characteristic brand of humour, the brand drives home messages like amenities, and connectivity at Dosti 1 Mumbai, billing it as the choice of discerning homebuyers in Mumbai.
Anuj Goradia, Director, Dosti Realty, said, “Our mission was to create an exciting opportunity for homebuyers across the Mumbai Metropolitan Region to become a part of this grand township project. I am extremely pleased with the distinctive campaign that has emerged from our partnership with Lowe Lintas, our strategic marketing and sales partner The Guardians Real Estate Advisory, and our enduring brand ambassador Anil Kapoor. I believe this campaign will establish new standards in the real estate sector.”
Likhit Pamarti, CMO, The Guardians Real Estate Advisory, facilitated the collaboration between Lowe Lintas Mumbai, Anil Kapoor and Dosti Realty, informed an official statement.
He said, “The Guardians aims to make a significant impact in the real estate arena with the launch of Dosti 1 Mumbai. To achieve this, we embarked on creating a bold campaign that celebrates the emotions of homebuyers, reaching across the Mumbai Metropolitan Region with a well-planned media blitz. We relied on Anil Kapoor’s timeless charisma to infuse an effortless sense of trust and reliability into the campaign, aligning perfectly with Dosti Realty’s long-standing image of trust and transparency cultivated over several decades. I am delighted to say that the campaign has shaped up beautifully, and I am confident that the launch of Dosti 1 Mumbai will be a resounding success.”
Kapoor said, “Just as I strive to deliver memorable performances, Dosti Realty endeavours to create living spaces that leave an indelible mark on residents’ lives. This partnership transcends mere collaboration. I appreciate the refreshing approach taken in crafting the content for the Dosti 1 Mumbai campaign, which offers a unique perspective on real estate and is certain to resonate with homebuyers. I thoroughly enjoyed the creative process, and I am confident that Dosti Realty’s customers will instantly relate to my role, as I portray myself as an enthusiastic admirer of the new No.1 in town – Dosti 1 Mumbai.”
The campaign will be seen across print, radio, digital and outdoor media.
Sagar Kapoor, CCO, Lowe Lintas, said “When we received the brief from Dosti, it was very clear from day one to us that the Dosti 1 Mumbai is one of its kind and a unique project. The challenge therefore for us was to derive a campaign which would break the clutter in the category and something that people are not used to seeing. With Anil Kapoor the campaign development therefore became a lot more interesting for us. As it allowed us to conceive the idea that made it seamless to connect both Anil Kapoor and Dosti 1 Mumbai as both have the unique qualities and offering to the consumers and viewers.”
Agency: Lowe Lintas Mumbai
Creative: Sagar Kapoor, Sajid Khan, Rabiya Shaikh, Pankaj Kharode, Shantanu Thapliyal
Account Management: Jay Ladhani, Arpita Chakraborty, Niraj Trehan, Renuka Koul
Planning: Khyati Sarang
Production House: Table India
Director (film): Satyajeet Kadam
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