Tata Housing – a 100% subsidiary of Tata Sons Pvt. Ltd. and the residential arm of Tata Realty launched an integrated social media campaign called “Celebrate Life” to promote the joy of embracing and celebrating life and eventful home buying during the festive season after a two-year pandemic induced hiatus. Influencers across spectrums of lifestyle and fashion were roped in to bring out small moments of joy through celebratory social media posts tagging Tata Housing and #CelebrateLife during the festive season right up to New Year’s.
This was done through interactive posts and reels on Instagram that urged the viewers to celebrate life beyond lighting up diyas or sitting with your family during Diwali; and eventually shaped up as an encapsulation of a portrayal of why “Life at Tata Housing” is in itself a grand celebration.
Launched on October 1, 2022, the social media campaign witnessed a phenomenal response online with a social media reach of over 8.5 million and over 12 million impressions across different social media platforms. These influencers encouraged their followers to further share their #CelebrateLife moments and propagate the campaign. The festive drive was thoughtfully aligned with this joyous season spread across this quarter around different parts of the country; which also included an Instagram Live event that took place an evening before Diwali festivities began. The virtual live event was promoted over the social media, by inviting an astrologer; a social media influencer as well. He interacted with the customers and provided valuable insights about the importance of astrology and Vaastu in every new home purchase and the opportune way to decorate one’s home during auspicious festival time.
Besides the residential projects, the #CelebrateLife theme is shared all across their offices that started celebrating the colours of the festive season from Navratri running all the way till New Year’s. With the high responses that was garnered during the peak festival time, the celebration still continues on social media with #CelebrateLife social media campaign. The company aims to carry this positivity and celebration feel ahead for the quarter and have planned multiple activities in the coming months. Building on the success of the Instagram Live with VS Astrology, at the end of November, the company plans to invite a leading Home Décor Influencer to interact with our Instagram audience during a 30-minute live video, where they will share tips for good home décor. As Christmas and New Year approach and the festive spirit sets in, we are planning an exciting digital Secret Santa giveaway with influencers.
Speaking about how #CelebrateLife embodies the spirit of life at Tata Housing, Sarthak Seth, Senior Vice President and Chief Marketing & Sales Officer at Tata Realty and Infrastructure shared, “As a residential real estate brand, our homebuyers have always been at the core of everything we do, and highly value celebration and community living at Tata Housing. To celebrate the joy of owning a home, Tata Housing introduced the social media campaign called #CelebrateLife where all events were organised across all of our projects such as Diwali was organised at La Vida and Navratri was at Tata Amantra and the content was a user generated on a real time basis. With this social media campaign we aim to highlight the moments of joy experienced by homebuyers in their residential societies and continue to celebrate the festive quarter with them. “
