Bhartiya City—City of Joy
Wieden+Kennedy India, 2012
Bhartiya City is an inclusive and sustainable development in the heavily developing city of Bengaluru. It was designed as a place where local color is celebrated and where global best practices meet Indian culture and sensibilities. The developer based his vision on the enchanting memories of his own childhood. But while it was this vision that set Bhartiya City apart from other residential developments, the developer had no established reputation in real estate.
We created a launch campaign and even an ice cream truck to bring his vision to life for Bengaluru residents. It continues to thrive today.
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Drive interest and inquiries for homes in Bhartiya City by generating buzz, information requests and site visits.
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Many new developments are mushrooming across Bengaluru. They all deliver on basic buyer expectations and use lifestyle advertising to get noticed. Bhartiya is an unknown builder betting on a genuine quality of life story but their reputation as a builder is non-existent and their messages are ignored.
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For Bengaluru families, progress has raised their incomes but changed their beloved city for the worse. They imagine a better way of living reminiscent of yesterday’s Bangalore.
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Put the simplicity of the past back into modern life and enable buyers to visualize the experience.
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800 homes sold out in 18 days
200 calls before 9 am at launch
Launch Campaign