Joy, the mascot symbolizing the refreshed brand identity of MARG ProperTies, the real estate arm of MARG Ltd., amongst India’s fastest growing infrastructure organizations, bagged the “Innovative Real Estate Marketing Campaign of the Year Award” in the prestigious ‘Realty Plus Excellence Award 2012’. The award was presented by Shri. Jagadish Shettar, Hon’ble Minister for Rural Development & Panchayat Raj, Government of Karnataka at a grand ceremony in Bengaluru on March 2, 2012.
Joy, the brand mascot of MARG ProperTies was a breakthrough idea not just because of its uniqueness but also because of the fact that this carefully designed mascot in the form of a home has a brand personality that stands for traits that generate consumer goodwill and confidence.
Joy comes across as a friendly & trustworthy neighbourhood that always has some valuable expert advice at hand. Joy has successfully amplified the MARG ProperTies brand positioning of “Joy of ownership” by creating a distinct platform that helps in better brand recall. In a nutshell, Joy exemplifies the qualities of a mentor, friend and guide towards helping customers to make the best use of available choices.
Commenting on this path-breaking campaign, Atul Raja, Group Vice President & Head of Corporate Communications at MARG who spearheaded the campaign said, “Brands today are faced with myriad challenges as they grapple for customer attention and mind space. As the real estate market evolves, brands are increasingly becoming clones of each other.
The customer, hence, is given little reason to make an easy choice. We cannot afford to get lost in the sea of sameness. With MARG ProperTies having a no. of customer centric and unique features, it is imperative that the same is communicated to the customers effectively and Joy is a platform for the same.
The importance of differentiated branding in today’s keenly competitive real estate market is paramount. The Joy campaign clearly succeeded in creating a brand differentiator in an otherwise cluttered category and gave MARG ProperTies a unique identity that is instantly recognizable.”
Touted as a thought led category innovation, this awarded campaign was adequately supplemented by a carefully woven media mix at launch which focused on the high cost print advertising and more rationalized cost approach of PR, outdoor and other BTL ground level activities. The innovation of putting up Joy lit inflatables on hoardings & pole kiosks and lit cut outs on bus shelters took the entire city by surprise. This was supplemented by other unique BTL activities like human backlits, mall promotions and lit branding on tri-cycles.
S Ramakrishnan, CEO, MARG ProperTies further added, “ Joy perfectly blends with the brand that is known for its excellence in terms of expertise, delivery and its strong customer-friendly approach that infuses joy in the lives of its customers. The friendly demeanor of the mascot has built strong and instant ties with the target group and would continue to give a shot in the arm to the brand. With this joyous ride we hope to enrich and further strengthen our ties with our loyal base of customers.”
Joy is synonymous with the MARG ProperTies brand and its ethos, values and personality looms large over an ever increasing customer base, continuously striving to meet expectations and achieve customer delight.
Joy is today an iconic brand in itself and is an oft discussed branding initiative in the real estate category. A key factor for the success of the Joy campaign is that this was one marketing initiative that was sustained over a period of time with great passion, intent and strategy. As a result the brand recall attained was very high and Joy is an integral and omni component of all MARG ProperTies marketing initiatives now.
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