RMZ Homes
RMZ is one of India’s prominent real estate companies, with a significant presence in large-scale commercial developments. As the brand extended its expertise into residential real estate, Substance worked on the communication for two distinctive premium developments in Bengaluru: Galleria, a high-end residential complex built around an extensive lifestyle and amenities offering, and Sawaan, an exclusive luxury villa development. Our work translated the strengths of these very different residential propositions into communication designed for their respective audiences.
BRAND COMMUNICATION
Working within the established RMZ Homes identity and its “Live Beautifully” proposition, Substance developed project communication across multiple marketing touchpoints. The objective was to bring a distinctly residential and lifestyle-led expression to the brand, while retaining the credibility and stature associated with RMZ.
OUTDOOR CAMPAIGN – GALLERIA
The Galleria campaign presented the project as a complete premium residential experience, bringing together sophisticated homes, extensive amenities and the advantages of a large, integrated development. The communication was visually led and sharply focused, designed to build aspiration while giving prospective buyers clear reasons to consider the project.
OUTDOOR CAMPAIGN – LATITUDE
For RMZ Latitude, the campaign built the project’s premium positioning around its distinctive architecture and elevated living experience. The dramatic sky bridge connecting the two towers became a natural focal point, giving the communication a memorable feature around which to build both aspiration and differentiation.
OUTDOOR CAMPAIGN – SAWAAN
For RMZ Sawaan, the communication reflected the exclusivity of a low-density development of just 34 independent villas spread across five acres. The campaign moved beyond conventional apartment language to position Sawaan around privacy, individuality, space and a more refined way of living, appropriate to its top-end audience.
Print Ads
To create anticipation and buzz, a full-page ad was strategically placed in relevant publications. This ad effectively communicated the essence of 95 Canal Heights – luxury living with an emphasis on craftsmanship.
EMAILERS
Email communication was used to keep prospects engaged with RMZ Homes and its residential portfolio, combining project propositions with timely sales and investment messages. The campaigns ranged from individual project communication to portfolio-led investment propositions, using strong visual ideas and sharp messaging to maintain interest, highlight value and support the sales effort.