Mumbai : The Birla Group recently announced its foray into the real estate business with the launch of Birla Estates. Leo Burnett, who won the advertising mandate for Birla Estates in a competitive multi-agency pitch in September 2018 has been working closely with the team and has launched its first campaign LIFEDESIGNED.
Putting the consumer at the heart of the process; Birla Estates, endeavours to create new global benchmarks of planning, quality, design and most importantly ethical practices. This unique approach is called LIFEDESIGNED. A space is LIFEDESIGNED when you design around life. And design for life. To make the brand stand out in a crowded environment and also to create a brand differentiator the Birla Estate Design philosophy was branded as LIFEDESIGNED and the campaign aims to bring this alive.
Speaking about the announcement, Rakesh Hinduja, Chief Operating Officer, West, Leo Burnett, said, “We are very excited to have been chosen to be a part of the Birla Estates team. The brand name Birla itself evokes the feeling of trust, commitment and innovation and we are excited to have been given a chance to build on this legacy for brand Birla Estates. Brand Birla is actually a perfect fit with our Humankind philosophy, which puts people at the heart of everything we do and we look forward to embarking on a positive and impactful journey together starting with the launch of the LifeDesigned campaign.”
Talking about the campaign Prajato Guha, National Creative Director Leo Burnett said “With the challenges of rapid urbanisation across India and the fact that Birla Estates is a relatively new entrant in the category, we had to find a credible value proposition. In LifeDesigned, we have found a unique way to bring their brand philosophy alive”. AddsSachin Kamble, National Creative Director Leo Burnett “the other challenge was to develop an identifiable look that would help us stand out in the cluttered category environment. It’s been an exciting journey since October 2018, and we look forward to partnering Birla Estates in their launches across India.”
The mandate is for the corporate campaign and subsequent project launches across NCR, MMR and Bangalore markets. The first project to be launched is Birla Vanya in Kalyan.