Gems Bougainvillas

Bungalow lovers, Live your love.

BRANDING | STRATEGY | 360˚ COMMUNICATION

The brief

Historically, Kolkata’s real estate market has not been kind to bungalow projects. The few which did come up were second-homes or getaways far from the city - not designed for every day living. This is odd because most families dream of living in a ‘nijer bari’, or their own independent home. The only bungalow properties available in the city were legacy bungalows or villas, accessible only to the elite.

Gems Bougainvillas was entering into the market as a new category; this presented many unique challenges to the developer. Our task was to establish the brand as a practical and realistic first-home bungalow project that offered an enviable mix of independent living and community housing.

The work

We started with the insight that, given a choice, most families would love to live in their own home. The communication is built around the brand’s tagline, ‘Live your love’, which encourages people to follow their heart and choose a product that (finally) fulfils their love for bungalow living.

We gave Gems Bougainvillas a clean, sophisticated visual identity that prioritises intimate dialogue and conveys the feeling of comfortable living in a space. There is emphasis on how bungalow living is more sublime than apartment life, and how a bungalow offers more common areas, and the novelty of private outdoor spaces.

Bungalow lovers seek proximity to nature. The brochure reinforces the project’s emphasis on green spaces; with headlines that signal that the boundary between indoors and outdoors is blurred when you live in a bungalow. Moreover, the emphasis on nature was crucial to retain the interest of our audience, who would naturally expect a lot more in terms of outdoor life.

Outdoor

Digital

Foremost, Gems Bougainvillas needed to be established as a superior alternative to apartments.

Digital content strategy was dominated by highlighting the newness of bungalow living, as compared to apartment life.

Digital marketing is increasingly becoming the driver of sales, and Gems Bougainvillas’ performance on digital has been impressive - outselling most of its competition.

OUTCOMES

Awarded ‘Best ongoing villa project’ at Credai Realty awards, 2022.