Sep 07 2020
When the COVID-19 crisis hit the world, many industries were impacted both domestically and internationally. Real estate was one such industry. While the world was figuring it out Goyal & Co. one of the leading real estate brands launched a digital campaign “Building Extraordinary Lives” with Zero Gravity Communications, an integrated marketing agency.
Founded in 1971, Goyal & Co. has a formidable presence in some of India’s fastest-growing cities - Ahmedabad, Bangalore and Mumbai. Its diverse portfolio of 200 successful offerings include apartments, villas, plotted development projects, corporate offices, commercial retail spaces to townships that exemplify innovation. Transparency, quality, and timely delivery of projects make their foundation.
Together, the brand and agency decided to prioritise compassion driven communication instead of focusing on selling. The objective was to reinforce “what does the brand stand for”, while the whole world realised that the only thing saving them from this crisis is their home.
During the lockdown, digital platforms opened the access door to the world behind the locked doors with undivided attention. Via veritable and well-thought leveraging of all social media platforms along with the creation of several video commercials, Zero Gravity Communications was instrumental in creating a robust digital presence for Goyal & Co. as a brand. Furthermore, the motto was to ensure that the latter’s capability to cater to every household’s needs was artfully communicated with clarity and precision.
The campaign “Building Extraordinary Lives” focused on communicating how the brand makes the process of selection to purchase of real estate simple, easy and transparent by paying attention to even the smallest details. Trust is a paramount factor while choosing building with whom to invest for home or office. That trust comes with years of consistent delivery and keeping the promise. All four commercials reflect that very sentiment.
“Goyal & Co. needed a reliable marketing communication partner to reinforce the legacy and weave a seamless brand narrative with a strong recall across virtual platforms. Zero Gravity Communications filled in the void by facilitating consumers’ engagement with our generations of goodwill. Zero Gravity Communications has an amazing bunch of creative and persevering talent that supported us at every step of our brand journey. We are thankful to them for their untiring efforts,” said Ms Shivangi Shukla, Sr. Manager – Marketing, Goyal & Co.
In the first leg of the strategy, Zero Gravity Communications identified the key areas of focus for Goyal and Co. - the milestones and the untapped aspects of its journey. This was followed by weaving a coherent brand narrative through seamless storytelling across digital media. Regular and conceptual social media posts across multiple platforms, user-generated content, original video testimonials in a series and a wholesome experience via original filters were integral components of this strategy.
“Goyal & Co. is among the leading real estate players in Ahmedabad. The legacy that brand carries is invaluable. Zero Gravity Communications mandate revolved around creating direct and effective messaging. We focused on creating an on-point communication strategy, execution across digital platforms, course correction and ROI assessment. The key focus of the campaign was to involve consumers at every step of the brand journey to enable them to repose faith in the brand,” said Ms Khushboo Sharma, Founder & CEO, Zero Gravity Communications.
The commercials also highlighted the ‘vernacular’ identity of the audience in Gujarat and particularly Ahmedabad. Each avenue explored, expanded the brand's virtual presence and in turn, created memorable communication assets.
Besides Goyal & Co., Zero Gravity Communications has a diverse clientele ranging from brands like Red Hunt, Wottagirl, Shot, Astral, Jivraj9, Geo Fresh, etc among many renowned brands locally and nationally. Founded in 2014, Zero Gravity Communications has 45 employees. It is also a trusted Facebook Advertising Partner.
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