19th April 2023, Bengaluru: One of India’s leading real estate brands, Century Real Estate has launched a fresh new campaign targeting millennials titled ‘THE NEW YOU’, for their latest project ‘Codename New You’. This campaign attempts to disrupt traditional marketing communication in the real estate industry with the use of vibrant visual elements, upbeat music, and a new-age media mix.
Until now, real estate brands tailored their communication to appeal to the middle-aged customer segment, and millennials were largely disregarded as potential homebuyers, despite their rising participation in the workforce and increased spending power. Century Real Estate identified this opportunity early and curated a new project ‘Codename New You’ with a one-of-a-kind marketing campaign to resonate with this target audience.
Considering the shift in audience, the media mix of the campaign explores different platforms that most real estate brands have not ventured much into before. There is extensive usage of digital media with some high-impact traditional media also in the mix. While the campaign will be amplified across Meta, Google, Youtube, and other Digital channels, mobile apps, in particular, such as Paytm, InShorts, MyGate and Times of India are other advertising properties that have been utilized, as these are popular among the millennials.
Century Real Estate has adopted an innovative approach while utilizing traditional media as well. Based on the insight that almost 76% of the Times of India subscribers pick up Bangalore Times before they dive into reading the main edition, Century Real Estate placed a front-page ad in the weekend edition of Bangalore Times. The brand also deployed radio campaigns on channels that are most popular with young listeners – Radio Indigo and Radio Mirchi. Century Codename New You, with its new-age take on marketing communications with this fresh campaign is garnering significant interest among home buyers & realty professionals and is on course to be one of the most disruptive campaigns in the real estate marketing space in recent times.
Commenting on the shift in the target audience, Director – Sales, Marketing & CRM of Century Real Estate, Maninder Chhabra said, “India is one of the youngest nations in the world with more than 400 million strong millennials who have a collective spending power of about $330 billion. As a modern real estate brand, Century Real Estate has its ears to the ground and is in pursuit of coming up with innovative offerings that suit changing tastes. In line with this, ‘Codename NEW YOU’ from our stable is a customized real estate offering for millennials. The campaign not only showcases the tastes and style of millennials but is an extension of their persona itself.”
Commenting on the new branding initiatives, the Head of Marketing at Century Real Estate, Vikas Nair said, “ The purpose of the campaign was to package real estate for the millennials, the only way to do that was by disrupting the traditional norms of real estate marketing. We moved away from showing concrete structures, rendered views, or even stock images of happy families based on the insight that these visuals did not appeal much to younger buyers. Our vision was to capture the buzz & energy that defines the millennial generation using vibrant colors, modern typefaces, crisp copies, and expressive personas. ”
