THE BLUE

The Blue, a personalized housing project by T&T Group, is focused on the resident taking centre stage where every home is designed to carry the personality of the resident.

The Blue gives the resident a power of choice like never-seen-before in Delhi-NCR's real estate segment. It lets them choose how their next home is going to look, feel and even act like- from elegant to trendy to something purely functional, there are six design themes to choose from, defining the resident through their home.

Being a housing project of T&T Group offering thematic interior design choices, the primary challenge was to create a branding and communication architecture that would essentially create a distinction between each interior choice that The Blue is offering. Moreover, this unique communication requirement needed to be aspirational, high-end and classy to seamlessly integrate into T&T Group’s roster of residential projects as well as be extensible to all mediums such as social media, print, outdoor and more.

To effectively position The Blue as an ultra-premium residential project where the homebuyers can make the choice among six interior themes, various branding assets including the project logo, tagline and visual language among others, were created. An additional communication style was formulated, to impart a sense of personalised luxury and lifestyle among the targetted audience.

To fulfill these requirements, many mediums were used to not just create an effective brand recall but also to drive bookings- these mediums include social media, print advertisements, brochures, collaterals, message marketing, website and more.

The Blue was introduced to its audience through its teaser, launch and post-launch phases- resulting in a steady inflow of enquiries and bookings by interested homebuyers. Achieving these results through precise communication and campaigning through every media created a sustained interest in the project in the minds of potential homebuyers, which is further accentuated by T&T Group’s reputation of being a trustworthy and prompt real estate player in the Delhi-NCR region.