Ashiana Housing has rolled out a film for its 'kid-centric' homes called Ashiana Town in NCR. The film has been conceptualised by Tomorrow Creative Lab and Intertwined Brand Solutions.
The film shows a boy put a matchbox in his pocket and tell his mother that he's going down to play. His mother who is shown working on a computer asks him to show what he's kept in his pocket. The boy reluctantly takes the matchbox out. The lady angrily confronts him. The boy opens the matchbox and reveals what's inside. It's a ladybug. He tells his mother that he found it at the park and got it home to play. He now wants to go and drop the bug back to its surroundings. The voice over says, 'When children grow up here, you can see the difference. Welcome to Ashiana Town which gives children a better environment to grow up in'.
Varun Gupta, director, Ashiana Housing, said, “Today the standards of good parenting and the needs of children have changed dramatically. Off late, the buying behaviour of the modern working parents has also changed as they realise that their housing complexes need to be more kid-friendly. Further, our internal study revealed that the safety of family and kids tops the priority list of the buyers. Keeping this new lifestyle and pattern in mind, we have entered the kid-centric homes category. Ashiana’s kid-centric homes are a place where children are not a second thought, but are at the very core of its design. This is our endeavour to help our children grow into fine young men and women with a bright future, become the pride of their parents and an asset to the society.”
Malvika Mehra, founder and creative director, Tomorrow Creative Lab, said, "The main idea behind the campaign was to hook parents with the insight that a good 'mahaul' or environment makes all the difference to their child's upbringing, and that when kids grow up here, they turn out, well...different. We've tried to communicate this via sweet, simple stories like in the first film 'Pocket mein kya hai?' and in others that will follow. All reiterating the fact that Ashiana Town is indeed, a 'Behtar Parvarish Ka Pata'."
Divya Pratap Mehta, founder and chief twiner, Intertwined, said, "Our task was to identify a deeper, business driven consumer insight into children’s upbringing that could swing the preference into Ashiana Town’s favour. We found that in better Parvarish, as the magic word for parents. Our task then was to ensure that the idea was translated across the consumer buying journey in a truly integrated and business driven manner across press, OOH, digital, video, cinema, social and PR. The integration efforts are aimed at ensuring that each medium uniquely contributes to awareness, enquiries, site visits, trial stays and eventually leading to a healthy booking ratio".
The campaign went live on 8 December.
Client: Ashiana Housing
Agencies: Tomorrow Creative Lab and Intertwined Brand Solutions
Creative and strategy leads: Malvika Mehra and Divya Pratap Mehta
Production house: Man on the Moon Films
Director: Shamik Sen Gupta