As the youthful, upwardly mobile consumer considers purchasing their ideal home, the residential market is changing quickly. How can we design houses that enable future Indian homeowners to realise their aspirations? In order to maintain its position as the benchmark for aspirational living solutions in India, Joyville by Shapoorji Pallonji recognises the future of housing in the aspirational category. Joyville by Shapoorji Pallonji is ready to take on the new generation of homeowners across India with a number of fresh releases.
The end result was a thorough Joyville Blueprint that detailed every aspect of the brand and provided a roadmap for Joyville.
The Quantum Leap
The appointment of Sourav Ganguly as a brand ambassador, a former Indian cricket team captain and the current BCCI chairman, was a significant milestone in Joyville’s development as a company. Mr. Pawar explained the reasoning for it by saying, “Partnering with Dada is a strategic decision. He is renowned as the change agent for Indian cricket and is known for having a winning attitude both on and off the field. It is possible to see this pairing of Dada and Joyville by Shapoorji Pallonji as the coming together of two champions from different disciplines. Rarely does one see a brand fit that is so harmonious. Every Joyville project is a location where you are surrounded by individuals that have a strong desire to succeed.
A winning appeal
Joyville by Shapoorji Pallonji encouraged champions and achievers from a variety of fields to celebrate their spirit with a comprehensive online and offline campaign, #LiveToWin. This was made possible by having the Maharaja of Indian Cricket on board. This made it possible for Ganguly to interact with the brand’s internal and external stakeholders. In both respects, the answer was outstanding. 25 million people have seen the campaign, 20 million have seen it, and one million have engaged with it.
Thousands of people were motivated to submit their own winning tales in the spirit of the #LiveToWin initiative as the former cricketing icon revealed his #LiveToWin story on social media. People tweeted their stories using the hashtag “LiveToWin” as soon as they became aware of the effort. The hashtag was naturally trending on the microblogging site for two hours.
The campaign is unusual since it celebrates the stories of all winners, no matter how modest or large their victories, in addition to using Dada’s brand name. The company collaborated with BhaDiPa, which was established by well-known influencer Sarang Sathaye, to expand the campaign’s audience. Mr. Sarang Sathaye’s video gave the campaign a hilarious spin and generated interest, garnering over a million views on Instagram.
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