In a unique approach to address the concerns of home buyers, Godrej Properties (GPL) has introduced a new character named Diya in their latest campaign, #WhereTrustResides. This 9-year-old character symbolizes the collective consciousness of today’s home buyers, reflecting their joys, anxieties, and expectations throughout the home-buying journey.
Godrej Properties: The Role of ‘Diya’ in #WhereTrustResides
Diya, a curious and uninhibited child, serves as the campaign’s central figure, embodying the various emotions and concerns associated with buying a home. Through her unfiltered perspective, Diya explores the world of real estate, beginning with her parents’ decision to purchase a Godrej home. This character’s journey is designed to address and resolve common concerns of home buyers, emphasizing trust as a core value of Godrej Properties.
Campaign Highlights: Diya’s Journey and Interactions
The campaign kicked off with a digital video showcasing Diya’s exploration of the real estate world. Despite her parents’ trust in Godrej Properties, Diya’s own trust needs to be earned. With her head full of curiosity and heart full of optimism, Diya’s quest is to determine if a Godrej home can truly be her dream home.
In an engaging pre-launch buildup, Godrej Properties generated buzz with videos showing various stakeholders preparing for Diya’s arrival. On Friendship Day, a vending machine appeared at different Godrej Properties locations across India, where Diya interacted with over 4,500 individuals, sharing chocolates and her thoughts on her future Godrej home.
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What’s Next for #WhereTrustResides
The next phase of the campaign will see Diya delve deeper into the aspects of Godrej Properties, including quality, thoughtful design, sustainability, and community building. By showcasing these elements through Diya’s eyes, the campaign aims to transform the home-buying process into a more transparent, stress-free, and enjoyable experience for consumers.
A Commitment to Trust and Transparency
Lalit Makhijani, Chief Marketing Officer at Godrej Properties, highlighted the importance of trust in the home-buying journey. “Through #WhereTrustResides and Diya’s explorations, our goal is to create a platform that echoes the voices of home buyers, ensuring a transparent and enriching journey. This campaign reflects our commitment to building lasting relationships with our homebuyers based on trust and excellence.”
Conclusion
Godrej Properties’ introduction of Diya in the #WhereTrustResides campaign marks a refreshing approach to addressing the concerns and aspirations of today’s home buyers. By embodying the curiosity and honesty of a 9-year-old, Diya offers a unique lens through which the complexities of real estate are explored. This innovative campaign not only highlights the importance of trust but also reflects Godrej Properties’ commitment to making the home-buying journey transparent and stress-free. As Diya delves into various facets of the brand, she helps build a bridge of trust between the company and its customers, ultimately aiming to create a more relatable and reassuring experience for all prospective homeowners. Through this imaginative and heartfelt campaign, Godrej Properties reaffirms its dedication to excellence and enduring relationships with its clients.
