The innovative 360-degree marketing initiative spearheaded by MANA Projects for ‘Mana-Skanda The Right Life’ has been a monumental success, driving a remarkable 500 crore in property bookings within just 48 hours. This extraordinary achievement underscores the campaign’s effectiveness in capturing market attention and driving rapid sales. Moreover, within the first six months, the initiative also garnered over 800 expressions of interest, highlighting sustained interest and engagement.
In their discussion with MediaNews4U, the MANA Projects team, including Kishore Reddy, CMD, along with Vijay Kumar Reddy and Sandeep Ramanolla, Managing Directors of Skanda, emphasized the strategic elements and philosophies that fueled this unprecedented success. Key aspects highlighted include the project’s positioning as Bengaluru’s largest child-centric township, its advantageous location near 23+ international schools, and a comprehensive marketing approach that encompassed various channels and angles (“360-degree”).
The campaign’s success can be attributed to a combination of strategic planning, targeted messaging, and leveraging the project’s unique selling propositions effectively. By focusing on the needs and desires of families, emphasizing prime location benefits, and executing a robust marketing strategy, MANA Projects achieved outstanding results in a short period, setting a benchmark in the real estate sector.
Spokesperson: Kishore Reddy, Chief Managing Director, Mana Projects
1. Can you talk about the success of the ‘Mana-Skanda The Right Life’ campaign, especially achieving Rs500 crore in property bookings within just 48 hours?
The success of our ‘Mana-Skanda The Right Life’ campaign has been truly remarkable. Achieving Rs 500 crore in property bookings within just 48 hours is a milestone that showcases the effectiveness of our innovative marketing approach. This achievement signifies a new era in lifestyle real estate marketing, where we’ve focused on homes and the complete life experience they facilitate. Our campaign, “The Right Thing,” was meticulously planned to ignite interest in our 360-degree marketing approach. The overwhelming response, with 800+ expressions of interest in the initial six months, validates our strategy. ‘The Right Life’ is Bengaluru’s largest child-centric township, over 100 acres. It’s designed to cater to the unique needs of families, offering easy access to over 23 family-friendly amenities and facilities for various sports supported by leading academics. This project seamlessly blends Mana’s legacy of crafting exceptional living spaces with Skanda’s commitment to creating environments that cater to families across all age groups. The rapid bookings reflect the strong appeal of our child-centric concept and the growing demand for well-planned, lifestyle-oriented residential projects in Bangalore.
2. What was the core philosophy behind adopting a 360-degree marketing approach for ‘Mana-Skanda The Right Life’? How did you ensure coherence across various platforms such as online ads, print media, radio, and outdoor hoardings?
Our 360-degree marketing approach for ‘Mana-Skanda The Right Life’ was designed to create an immersive brand experience. We wanted our message to reach potential customers at every point in their day, whether they were consuming news, commuting, or relaxing at home.
This comprehensive strategy included a mix of major online platforms, print media, radio, and eye-catching outdoor hoardings. We used laser-focused geo-targeted ads in our digital marketing efforts to reach our target audience effectively. Our print media campaign featured the innovative “missing school bus” concept, which creatively highlighted the project’s proximity to top schools. We also ran a record-breaking number of radio spots in a single day, ensuring high visibility and recall. Additionally, we created tailored content for audio platforms, allowing us to showcase different aspects of the township and reach a younger, tech-savvy audience. By maintaining a consistent message across all these platforms, we created a powerful, unified campaign that resonated with our target audience.
By maintaining a consistent message across all these platforms, and even taking our campaign to the iconic billboards of Times Square, we created a powerful, unified campaign that resonated with our target audience. This 360-degree approach contributed significantly to the overwhelming response we received.
3. How did you balance the investment and focus between digital marketing channels and traditional media like print and radio? Which channel do you believe had the most impact?
In our marketing strategy for ‘Mana-Skanda The Right Life’, we implemented a balanced approach between digital and traditional media channels. This mix allowed us to reach our diverse target audience effectively.
Our digital marketing efforts included the use of major online platforms and laser-focused geo-targeted ads. This approach helped us reach a younger, tech-savvy audience and provided valuable data on customer engagement. For traditional media, we leveraged print, radio, and outdoor advertising. Our print campaign, featuring the innovative “missing school bus” concept, allowed us to tell our story in a visually impactful way. We also ran a record-breaking number of radio spots in a single day, ensuring high frequency and reach. Additionally, we used outdoor hoardings to create visibility in high-traffic areas, reinforcing our message to commuters and passersby. Each of these channels played a unique role in our overall marketing mix. The combination of digital and traditional media allowed us to create a comprehensive campaign that reached different segments of our target audience through their preferred channels.
4. The “missing school bus” concept in your print ads was quite innovative. Can you elaborate on how this idea was conceived and how it resonated with your target audience?
The “missing school bus” concept in our print ads was a key element of our campaign for ‘Mana-Skanda The Right Life’. This innovative idea was designed to highlight one of the most significant advantages of our township – its proximity to over 23 key international schools.
By presenting the idea of a “missing” school bus as a positive aspect, we effectively communicated that living in our township could eliminate the need for long school commutes. This concept resonated strongly with our target audience of families with school-going children. The “missing school bus” ad was part of our larger “The Right Thing” campaign, which aimed to showcase how ‘The Right Life’ makes everyday living easier and more fulfilling for families. This disruptive and innovative strategy positioned our township as an unmatched setting for families.
The concept was simple yet powerful, immediately catching people’s attention and making them think about the convenience our project offers in a new light. It played a crucial role in sparking significant interest and engagement among potential buyers, contributing to the overall success of our marketing efforts.
Spokespersons: Vijay Kumar Reddy and Sandeep Ramanolla, Managing Directors of Skanda
5. How did you measure the effectiveness of the multilingual messaging across different media channels? Which languages and platforms yielded the best responses?
Our multilingual messaging strategy was a crucial component of our marketing approach for ‘Mana-Skanda The Right Life’. We recognized that Bangalore is a diverse city, and we wanted to ensure our message reached and resonated with all segments of our target audience.
We crafted our marketing messages in multiple regional languages and deployed them across various channels – digital platforms, print media, radio, and streaming services. This approach allowed us to connect with potential buyers in the language they’re most comfortable with, creating a more personal and impactful connection. In our digital marketing efforts, we ensured that users saw ads in their preferred language. Our print ads were published in newspapers and magazines catering to different language groups. For radio, we ran spots in multiple languages to reach a wide listenership. We also created content for TV and streaming platforms in various languages, allowing us to tell the story of ‘The Right Life’ in a way that resonated with different linguistic communities. This multilingual approach played a significant role in helping us achieve our remarkable booking figures and generate widespread interest in the project.
6. The campaign highlighted the prime location near 23+ international schools and child-centric design features. How important are these elements in your overall marketing strategy for MANA Projects?
The prime location near 23+ international schools and the child-centric design features are indeed the cornerstones of our marketing strategy for ‘Mana-Skanda The Right Life’. These elements form the core of our unique selling proposition and have been instrumental in differentiating our project in Bangalore’s competitive real estate market. The proximity to international schools is a major draw for families. By highlighting this aspect, we’re directly addressing a key concern of our target audience – their children’s education and daily commute. Our child-centric design features go beyond just proximity to schools. ‘The Right Life’ is designed to provide a holistic environment for children’s growth and development. This includes sports facilities supported by leading academies and legends of various games, giving children the opportunity to nurture their athletic talents and spend more time honing their skills rather than stuck in traffic on long commutes. In our marketing communications, we consistently emphasize these features across all channels. Our “missing school bus” print ad concept, for instance, creatively highlighted the proximity to schools. By focusing on these aspects, we’re positioning ‘The Right Life’ not just as a residential project, but as a comprehensive solution for families looking for an ideal living environment for their children.
7. What role did radio play in the campaign, especially considering the record-breaking number of spots in a single day? How did this medium contribute to the campaign’s success?
Radio played a pivotal role in our marketing campaign for ‘Mana-Skanda The Right Life’. The highlight of our radio strategy was running a record-breaking number of spots in a single day, which significantly boosted our brand visibility and message recall. We chose to invest heavily in radio because of its wide reach in Bangalore, allowing us to connect with a large and diverse audience. It’s a medium that people engage with throughout the day – during their commutes, at work, and home, providing multiple touchpoints for our message. Our radio campaign was designed to create high-frequency exposure to our key messages about ‘The Right Life’.
We focused on highlighting the project’s prime location near international schools and the overall lifestyle it offers within a sprawling township environment. Spanning over 100 acres of prime real estate, this project seamlessly integrates residential, retail, and leisure areas, creating a haven where families can thrive and grow. We emphasized the benefits of Phase 1, encompassing 31 acres, offering a perfect starting point to experience this holistic living concept.
The record-breaking number of spots in a single day was a strategic move to create a ‘surround sound’ effect. We wanted our target audience to encounter our message multiple times throughout their day, increasing brand recall and creating a sense of omnipresence for ‘The Right Life’. Radio’s contribution to our campaign’s success underscores the continuing relevance and power of this traditional medium in our marketing mix.
8. The campaign achieved 800+ expressions of interest in the initial six months. What follow-up strategies did you employ to convert these expressions of interest into actual bookings?
Following the initial surge of interest in ‘Mana-Skanda The Right Life’, with over 800 expressions of interest in the first six months, our team implemented a comprehensive follow-up strategy to convert these leads into actual bookings. Our approach focused on personalized engagement and showcasing the unique benefits of ‘The Right Life’. We organized exclusive site visits for highly interested leads, giving potential buyers a firsthand experience of the township’s location, amenities, and overall ambiance. We highlighted the proximity to international schools, showcased the child-centric features, and helped visitors envision their lives in the community.
We also conducted virtual tours for those unable to visit in person. These detailed digital walkthroughs allowed potential buyers to explore the project from the comfort of their homes.
Our sales team engaged in personalized follow-ups through phone calls and emails, addressing specific queries and providing detailed information about the project. We also continued our marketing efforts across various channels, keeping ‘The Right Life’ top of mind for potential buyers. This comprehensive follow-up strategy, combined with the strong foundation laid by our initial marketing campaign, helped us convert a significant portion of the initial expressions of interest into firm bookings. We were particularly grateful for the contribution of our Channel Partners (CPs) whose network and expertise played a vital role in reaching out to potential buyers. Additionally, the trust and positive word-of-mouth from existing customers of Mana and Skanda proved invaluable in attracting a strong pool of interested leads.
9. How did you use geo-targeted ads to reach your audience effectively? What insights did you gain from this approach?
Our use of geo-targeted ads was a key component of our digital marketing strategy for ‘Mana-Skanda The Right Life’. This approach allowed us to deliver highly relevant ads to potential buyers based on their location within Bangalore, significantly improving the efficiency and effectiveness of our campaign. We implemented geo-targeting in several ways. We focused on areas with a high concentration of our target demographic – young families and professionals. We also targeted areas around existing international schools, given that ‘The Right Life’ is located near 23+ international schools. Another strategy was to target users in and around competitor projects. This allowed us to showcase how ‘The Right Life’ offers superior value and amenities compared to other options in the market. The insights we gained from this geo-targeted approach were invaluable. We were able to identify which areas of the city showed the highest engagement with our ads, helping us refine our targeting over time. We also gained insights into the specific features of ‘The Right Life’ that resonated most with people in different areas of the city. This focused approach allowed us to allocate our digital marketing budget more efficiently, contributing significantly to the overall effectiveness of our campaign.
10. What lessons have you learned from the ‘Mana-Skanda The Right Life’ campaign that you plan to incorporate into future marketing strategies for MANA Projects?
The success of the ‘Mana-Skanda The Right Life’ campaign has provided us with valuable insights that will shape our future marketing strategies at MANA Projects. The campaign’s success validates our innovative, 360-degree marketing approach and the strong appeal of our child-centric concept. Key lessons include the importance of addressing specific consumer needs, such as proximity to schools and child-friendly amenities. The effectiveness of our “missing school bus” concept demonstrates the power of creative, disruptive ideas in capturing the audience attention. Our multilingual, multi-platform approach proved highly effective in reaching Bangalore’s diverse population. The success of our geo-targeted digital ads and the record-breaking radio campaign highlights the importance of a balanced media mix. The overwhelming response to our child-centric township concept indicates a strong market demand for such projects. This insight will likely influence our future project planning and marketing strategies. Moving forward, we’ll continue to refine our 360-degree marketing approach, leveraging the strengths of various media channels while maintaining a consistent, compelling message across all platforms.
11. Could you share some details about the expansion plans for MANA Projects? Are there new geographies or markets you are looking to explore?
At MANA Projects, we’re always looking for opportunities to grow and expand our footprint. While our current focus is on maximizing the success of ‘The Right Life’ in Bangalore, we’re continually exploring new possibilities within the city and potentially in other key markets. MANA has grown into a multi-faceted realty company with expertise in designing, building, and developing standard-to-premium apartments and villas in Sarjapur, Bengaluru. Our evolution has included expanding into various business verticals spanning property development, construction, and infrastructure projects. The success of ‘The Right Life’ project, with its innovative child-centric concept, opens up new avenues for similar developments in the future. We’re likely to explore opportunities to replicate this successful model in other parts of Bangalore or even in other cities with similar demographics and needs.
Our excitement doesn’t stop at ‘The Right Life.’ We have a very promising pipeline of projects lined up for launch, and North Bangalore is a key area of focus. We’re thrilled to announce that we’ll soon be unveiling a new project in this thriving location, offering even more residents the chance to experience the ‘Right Life’ advantage.
Our focus remains on creating spaces for lifestyle and living comfort, blending imagination with cutting-edge engineering and functional design. As we move forward, we’ll continue to fine-tune our art of ‘Imagineering’ to craft dream spaces that exceed the expectations of our customers.
