Challenges

Mahalaxmi Group has been an industry leader in Pune’s steel trading business. However, their real estate vertical is a relatively new one with a few projects under their belt. The opportunity was to launch their new project in Kharadi and build a strong brand promise.

Our Idea:

1. Thorough study of the project’s challenges, target audience, in-depth customer profiles, and competitor analysis.
2. End-to-end brand strategy beginning with customer interactions, leading to a strong insight and clear roadmap.
3. Creation of the branding idea - The Zen Life. Under this master idea, Seagull created a clutter-breaking identity, ideated and executed several brand campaigns, marketing collaterals, and activation ideas.
4. We amplified each campaign across traditional and digital growth channels to maximise the impact and shorten the sales cycle.

Results

From being a relatively new brand, today Mahalaxmi Group is recognized in Pune East. Their new project ‘Zen Estate’ has sold over 340 apartments (out of a total 418) in just 16 months since its launch in September 2019.