New Diu the brand

Flanked by bird sanctuary on one side and Arabian side on the other, Aditya Corporation was launching a luxurious first home project, a shopping mall cum multiplex and two towers on a beautiful location between Diu (the union territory) and Una (a commercial hub town on the border of Gujarat). 

The Challenge

On conducting  the physical Reece of the construction plot, we realised that despite promoters credentials, fabulous location, first of its kind luxurious amenities being offered in the area, the self-sufficient infrastructure; the stumbling block would be the “perceived middle of nowhere” location of the project. This set the tempo for our grey cells to meet the challenge Heads On.

A new town is born

Branding the project was the core activity, but what we realised was that the bigger and better option would be to first brand the location itself. We christened it as “New Diu” – a beautiful locality that consisted of the best of Diu and Una. We had to closely collaborate with the Project Architect and the promoters to ensure that the project had all the characteristics that a brand spoke about.

That set the ball rolling for creation of brand names of their different projects as they were to focus on different target groups. Specifically, the brand names were shortlisted which highlighted the exclusivity of the project i.e. First Mall, Lake Bungalows and Sea View Towers. Also we assisted them in creating a premium coffee table book specifically for a very niche and premium audience. A series of bilingual marketing collaterals were developed for different purposes. The project was launched with a lot of fanfare which added to the element of curiosity about the project to the nearby locations who needed to be targeted.

Multi brand does the trick

The advantage of doing a multi-brand approach was that they could have a marketing campaign promoting different projects across the promotion cycle; all under the common umbrella name of “New Diu” which shall become a legacy brand for the people of that location.