Omkar Realtors has released a corporate campaign to build awareness around the brand's proposition of keeping holistic development of Mumbai at its heart.
For the same, Law & Kenneth has created an outdoor campaign titled Mumbaipedia.
Pradeep Yeragi, creative director, Law & Kenneth, said, "Mumbaipedia is a tongue-in-cheek look at India’s most meaningful city. It’s a point of view that shows that Mumbai isn’t just a city. It’s actually a way of life, one that does not allow any dull moments, common things, ordinary people or predictable meanings."
He added, "This special city thinks unconventional, lives unconventional. It makes you cry, it makes you laugh. It frustrates and it exhilarates. It says that if you’ll be true to it, you can have your cake and eat it too. Because, it’s Mumbai! And Mumbai does not accept any hand downs. It creates its own legacy. It gives things its own meanings. Mumbaipedia is an effort to interpret what things are and what they really mean in the context of Mumbai."
Bharat Dhuppar, chief marketing officer, Omkar Realtors and Developers, said, "We look at positioning ourselves as a committed long term player in Mumbai. We cater to the redevelopment segment and also super luxury segment. Mumbaipedia is an excellent point of communication with our desired positioning strategy. Mumbaipedia is creating a sense of belonging with Omkar brand with its witty descriptions and statements."
The agency plans to take Mumbaipedia beyond hoardings with the help of digital media, making it 'more interactive and vivid'. The intent is to provide a platform where people can 'discuss and dream about their own Mumbai'.
Here are the outdoor ads:
Client: Omkar Realtors
Agency: Law & Kenneth
Creative: Pradeep Yeragi, Amit Achrekar, Deepa Rao, Shreyas Manjarekar, Abhishek Shrivastav, Ajit John, Natasha Nair
Account management: Siddharth Matalia, Rahat Adenwala, Saral Kumar