Objective

PLAYTOR, an affordable housing brand launched by XECO in 2014, wanted to appeal to PuneLIG & EWS audiences in their local dialect.

Actions

• We positioned this brand to ‘focus on children’ and positioned the product asan adventure home for parents and children to bond & create memories
• In November 2014 Playtor launched three projects, comprising of 2,500 keys on the outskirts of Pune, near key industrial hubs at Ranjangaon, Rajgurunagar and Paudall with child-friendly hubs like gardens and sport zones, and walking distance from prestigious schools.
• We produced an emotional TV commercial with a background score sung by the famous Marathi poet & singer Sandeep Khare

Results in numbers:

• Acquired 20,000+ followers on the company Facebook page in launch month
• Monthly sales rate of 60 units across 3 projects, making PLAYTOR a serious player in the Pune Affordable Housing Sector
• Media Spend