A NEW bRAND LANGUAGE FOR mAHAGUN m cOLLECTION bY aGENCY volume

Mahagun is one of the realty giants operating in Delhi/NCR. It builds commercial and residential projects that are affordable as well as luxurious. One of its recently launched range of premium residential projects is M Collection. It comprises of various projects that brings ultra-luxury and royalty for its consumers.

Since the target group of these projects is elite class, we had to focus on creating a campaign that would be specific to this niche. When it comes to elegant advertising, push- communication falls redundant. So, what we did was to concentrate on pull-communication and try to keep it experience based. As we had to depict royalty and luxury lifestyle, we thought of this unusual and eye-grabbing concept, where we depict 'a man with lion's head' in a classy setting.

The copy, ' reclaim your royalty', was completely devised to let the TG realise their worth and that they deserve this. The advertisement turned out to be great and it created a vivid recall value. Since its unconventional, it generated a curiosity. Taking a holistic approach we made it a 360° campaign. By creating a strong brand language, we extended it across all the platforms for creating maximum impact.