MUMBAI: Duville Estates has unveiled its latest 360-degree marketing campaign for Riverdale Grand. It is titled ‘A Beautiful Life, Every Day’. It aims to redefine how real estate advertising speaks to its buyers. Breaking away from the usual clutter of predictable, boring elevation, price and exaggerated claims, the campaign looks to bring an empathetic warmth, wit, and relatability to the forefront positioning Riverdale Grand as a brand that understands living and celebrates the everyday beauty of family life at its residential community.
Launched across outdoor, digital platforms, the campaign showcases highly emotive everyday moments brought alive by the project’s lifestyle amenities. The treatment style seeks to make a play on characters such as ‘Tinkerbell’ and ‘Fido’ in the context of the amenity. One of the hero creatives features a young girl (Tinkerbell’ caught mid-air as she gleefully dives into a turquoise blue pool, surrounded by a radiant splash frozen in time. Sunlight filters through lush greens, reflecting off the water to create a cinematic and spontaneous atmosphere that celebrates the fun of poolside living.
Another creative presents a serene sunrise view over a tranquil river, framed by silhouetted trees and rolling hills. The sky glows with golden hues as the sun dips below the horizon, casting a dreamlike glow over the water evoking a sense of natural luxury and calm. The third visual narrative brings man’s best friend to the fore. Given that so many home buyers today have pets and do not have a place to take them to. Fido and his friend exude a warmth that will certainly make you smile, inviting viewers into a playful and pet-friendly environment.
The next creative comes alive with energy, showcasing two children immersed in a night-time basketball game on a lit basketball court. With glowing lights and trees surrounding the scene, it highlights the vibrancy of community living and the joy of all-day recreation. Each creative is unified by a clean, bold headline and sophisticated typography, reflecting a lifestyle where every detail is designed for delight.
Riverdale Grand the company added isn’t just another luxury residential development it’s the culmination of a lot of effort that has gone into the ‘Design’ of the entire community. With master layouts, podium architecture, internal apartment configurations, and lifestyle touchpoints at every level, ground, podium, and clubhouse Riverdale Grand looks to deliver on its core promise: A Beautiful Life.
“We didn’t want to be another face in the sea of sameness. Most real estate billboards today either blur into one another or are overwhelmingly predictable with building elevation and superfluous narrative often becoming a blind spot in the context of huge monies being expended. Our goal was to emotionally engage the family and visually communicate ‘what’s in it for them’.
“Understanding that the home purchase is a collective decision between the earners, the insisters consisting of the children and the grand-parents who contribute to the purchase in bit, this had to seamlessly fit into the delivery of communicating the comprehensive set of amenities that appealed to everyone but in a refreshing manner that got everyone’s attention and created immediate likeability and resonated with them. This distinct visual treatment style brings in the kind of newness that is not just endearing but warm and highly relatable,” said Bennett Fernandes, Head, Marketing, Brand and CXM, Duville Estates.
The creative campaign is conceptualised by QMP Triloke. “The thinking began with creating a soul stirring portrait of Fido and the Dog Park as a dedicated space for the doggie and other pets. We made sure that amenities as portrayed in real estate were seen in the most endearing manner along with the protagonist captivating attention. We intentionally flipped the script. Real estate ads often feel transactional. A high emotional connect was bridged. Riverdale Grand’s narrative is human, warm, witty and most importantly, it’s designed for resonance, not just recognition,” said Saakshi Kewalramani, the creative strategist and co-founder behind this path-breaking campaign.
