Unitech Builders use affordability to leverage Unihomes

After recently bagging the creative mandate of Unitech's Realty brand, Law & Kenneth has rolled out its maiden campaign for the company. The campaign aims to position Unitech Builders as a company that offers an affordable range of homes to its consumers.

Speaking to Campaign India, Kailash Saraban, executive creative director, Law & Kenneth said, "The brief that we received was a simple, straightforward one. We had to convey Unihomes as homes that can be purchased from people from all walks of life."

Saraban adds that the brand has been positioned on the 'affordability' factor. "It tells consumers that a dream home isn't just a distant dream now, but an achievable one."

Watch the TVC here:

 

The commercial begins with a South Indian couple very happily lighting diyas and making a rangoli in their new home. Next, a Goan couple is decorating a Christmas tree in their new home, when the man happily says, "This is my home." The TVC aims to showcase that people from all over the country and from any walk of life can easily afford a Unihome.

"After the brief was established, we decided to add a creative viewpoint to it. In India, buying a home or a similar occasion is a cause for great celebration. Hence, we decided to build upon this insight and portrayed people celebrating their new homes."

Speaking about Law & Kenneth's plans for the brand, Saraban said, "Our first TVC for Unihomes wanted to strike an emotional chord. We have refrained from providing any sort of details such as exact price range, through this ad. We only aimed to build awareness for the brand. However, our subsequent campaigns will see more rational communication, such as pricing, amenities and benefits."

With a media mix comprising TV and outdoor, the campaign has been shot by Pradeep Sarkar of Apocalyso Films. The creative team from Law & Kenneth which has worked on this campaign includes Charles Victor, Saraban and Ashutosh Negi.