‘Joyville offers aspirational homes designed for maximum value per square foot’

Parikshit Pawar, Chief Marketing Officer, Shapoorji Pallonji Real Estate, talks about getting former Indian skipper Sourav Ganguly on board & more

The residential market is changing rapidly, as the young upwardly mobile consumer is looking at buying their dream home. How do we build homes that empower aspiring Indian buyers to achieve their dreams? Joyville by Shapoorji Pallonji recognises the future of housing in the aspirational category, and endeavours to remain the gold standard in aspirational living solutions in India. With a series of new launches, Joyville by Shapoorji Pallonji is all set to approach the new wave of homebuyers across India in an all-new avatar.

The Inception

Defining the purpose and identity of the brand Joyville, CMO Parikshit Pawar tells us how it all came together.

“It all started with a vision to provide young, upwardly mobile Indians (ages 25-40) with easy-to-own homes and develop a deeper understanding of these customers. These are first-time home buyers who want to constantly keep upgrading. Their lifestyle keeps evolving to keep pace with their ambitions and their incomes. Unlike traditional real estate marketing practices, it is critical to have distinct outreach strategies to reach out to young buyers. A two-day intensive workshop was conducted, wherein we returned to the drawing board to re-define the brand principles and its value proposition across departments.”

The result was a comprehensive Joyville Blueprint, giving a complete low-down on all the brand elements and road map for Joyville. A dash of vibrant colours has been added to the new Joyville palette, and a conscious effort has been made to standardise the brand communication across touchpoints.

The Quantum Leap

Another momentous step in Joyville’s journey as a brand was the onboarding of a brand ambassador, a former captain of the Indian Cricket Team, and the current chairperson of the BCCI, Sourav Ganguly. Speaking about the thought behind it, Mr. Pawar said, “Partnering with Dada is a strategic move. He is recognised for his winning attitude, both on and off the field, and is famously regarded as the catalyst of change for Indian cricket. This association between Dada and Joyville by Shapoorji Pallonji can be viewed as a coming together of two winners from their respective fields. Such a symbiotic brand fit is very rare to see. All Joyville projects are an address where you are surrounded by people with a drive to succeed, and Mr.Ganguly truly represents this spirit.”

A winning appeal

Having the Maharaja of the Indian Cricket onboard, Joyville by Shapoorji Pallonji invited winners and achievers from varied streams of life to celebrate their spirit with an extensive online and offline campaign, #LiveToWin. This paved the way for the brand’s internal and external stakeholders to engage with Ganguly. The response was remarkable on both fronts. The campaign has garnered a reach of 25 million, 20 million impressions, and a million engagements.

As the former cricketing legend shared his #LiveToWin story on social media, thousands of users were inspired to share their own winning stories in the spirit of the #LiveToWin movement. People immediately associated with the campaign and sent their stories with the hashtag, LiveToWin, on Twitter. For two hours, the hashtag was organically trending on the microblogging platform.

The novelty of the campaign lies in not just leveraging Dada’s brand name but celebrating the stories of every winning individual, big or small. The brand also tied up with BhaDiPa (founded by the renowned influencer, Sarang Sathaye) to amplify the reach of the campaign. Mr. Sarang Sathaye’s video added a humorous take to the campaign while creating a buzz with over a million views on Instagram.

Manifesto

In a market as extensive as real estate, it is easy to lose focus if there is a lack of clarity around the purpose of the brand. Joyville’s ‘Manifesto’ states that Joyville is an address where you are surrounded by others like you, with a drive to succeed. It’s a destination that will put you on the path to victory in life. It reiterates the brand’s promise to deliver an upscale lifestyle for winners.

A Digital-First Customer Experience

“Our customers are citizens of the digital generation. They prefer dealing with brands that digitally connect with them, delivering the entire customer experience online – from search to purchase to customer service. As digital natives, they expect convenience in the otherwise daunting home buying process. It is our endeavour to ease this home buying process by adopting some of the most innovative and future-ready technologies,” added Parikshit Pawar.

To drive brand awareness and affinity beyond the digital space, Joyville has set up an extensive strategic outdoor campaign, intriguing people to experience the winning lifestyle.