‘Do Not’ Campaign for T&T

T&T is one of the prominent real estate companies in the Delhi-NCR area. Taking massive steps towards innovating the living experience, T&T launched India’s first digital housing, T-Homes.

​ The intention of the campaign was basically to introduce the concept of digital homes, which is fairly a new concept in India. So, instead of bombarding people with the digital efficiency of the project, we decided to go the other way.

Presenting ‘India’s first digital housing’ was a chance to play efficiently. For that, we devised a campaign ‘Do Not Visit T-Homes’ based on the reverse psychology. The campaign’s intention turned out to be the alluring nature of not doing something when we are told so. In this campaign, we opted for a concerned and suggestive tone. The campaign talked about the consequences if people accidentally visited T-Homes.

Below is an example of reverse psychology:

‘Don’t imagine a horse. Don’t imagine that it’s white.’

You just imagined, didn’t you?

​ With T-Homes, we created the same effect by asking people not to visit T-Homes. This turned out to be an impactful strategy as it intrigued people to know more about this project.