The client, Shubhalay Builders came up with a project that was unique in nature and targeted to group that’s perhaps hardest to convince.
The TG was mid-level traders (hardware vendors, agriculture equipment suppliers, whole-sale merchants etc) who were sitting well set in markets that were highly crowded but disorganised.
The client had a short brief : ‘We want a communication that hits their pain points that my project addresses. Tell them. Sell them.’
An aggressive teaser campaign followed by unveiling of project and a grand launch went on to create a big hype about the project. The communication being very direct drew the attention of targeted customers and it turned out to one of the most successful campaign of the season.