Conceptualised by Viem Collective, the Shradh
Campaign was not only clutter- breaking but also reinforced its identity as a
design-first, thought-leading developer in Gurgaon’s luxury real estate space.
Traditionally, real estate developers avoid
advertising during Shradh, a time when Indians defer big-ticket purchases until
the more auspicious Navratri. The category norm has always been to hold back
communication and then flood the market once Navratri begins.
Viem Collective and Dalcore together decided to flip
the script with a bold OOH campaign. Designed with the consumer in mind, the
campaign becomes a part of their larger decision-making journey around buying a
home. The idea was clear: break category conventions and inspire reflection,
rather than push sales.
Sidharth Chowdhry, Managing Director, Dalcore
said “For us, design is more than
aesthetics. it’s perspective. In a market driven by convention, we’ve chosen to
lead with conviction. With this campaign, we wanted people to pause, reflect,
and imagine what their next home could mean.”
With this in mind, the campaign carried forward
Dalcore’s brand positioning, Design is Alive, with a thoughtful extension:
Design is Alive. In Reflection.
"The insight was clear. Even if purchases are
postponed, thinking about buying a new home doesn’t stop. Shradh is a time for
reflection and planning, making it the perfect moment to stay top-of-mind
without being pushy.” added Pooja
Malhotra, Business Lead, Viem Collective.
Across six simple, evocative creatives, this Outdoor
campaign encouraged audiences to reflect on what their next home could mean
without the hard sell typical of the category.
Campaign Credits
Dalcore - Client
Vineet Mahajan - Founder, Viem Collective
Pooja Malhotra - Business Lead
Vibha Gupta - Account Planning
Aastha Gandhi - Creative, Copy
Richa Shah, Kassandra Pinto - Account Management
About Viem Collective:
Viem Collective is a multi-disciplinary communications
& production company that brings together seasoned professionals to provide
contemporary creative solutions for business problems in this ever-evolving
world of ours.