Mumbai: Gera Developments has raised benchmarks in the real estate realm with their constant innovation which are way ahead of time – be it India’s first developer to offer a 5 year warranty (since 2004) or India’s first ChildCentricTM project.
As a part of their extensive brand campaign, Gera unveiled its new positioning – ‘Outdo’, to the external stakeholders by way of a brand film. It showcases how the brand has always believed in outdoing itself to achieve greater heights and raise the standards for themselves and the stakeholders.
Highlighting the essence of the TV commercial, Mr. Rohit Gera, Managing Director, Gera Developments said, “A year ago, brand Gera embarked upon a journey to bring about a cultural transformation within the organization and also amongst all its stakeholders. This would also reflect the brand’s core purpose and enable the brand to drive itself into newer uncharted territories and we chose the word ‘OUTDO’ as the distillation of our entire brand philosophy. We wanted to communicate to our customers about our OUTDO journey through service, product quality and brand offerings, and this film encapsulates this very well. We worked with the strategic planning team of Paradigm Plus who highlighted the brand’s DNA and the core values which are driving the organization for more than 5 decades in this exceptionally well made and unique film.”
Gera has chosen an unconventional route of narrating this story through this film which also lends itself to a 360 degree campaign panning across TV, multiplexes, social media, print, electronic and outdoor mediums. The story is told in a visually rich treatment that uses various paper craft techniques and merges it with stop-motion filmmaking. The whole film takes place on a drawing table, where most of the world-changing ideas begin. The drawing board is used as a metaphor to the company’s core business of real estate development. With the Outdo campaign, Gera Developments now aims to inspire all its stakeholders to participate in this cultural transformation to achieve greater heights. The campaign engages the customer, showcasing the brand’s philosophy by using the hashtag #DareToOutdo through series of print and social media campaigns on all platforms.
Commenting on the concept of the Outdo campaign, Mr. Rajat Sarkar, Founder, Paradigm Plus said, “Raising standards of business has always been intrinsic to brand Gera. Since Gera embarked upon a journey for their brand, thus the new positioning was derived called – OUTDO. Outdo is a simple word which beautifully and succinctly captures the essence of what the brand has always been about.
The communication campaign led by the TVC faced a challenge to capture this very essence of the brand and inject the target audience with it. The process of Stopmotion, use of Kirigami paper art, mix of illustrations, craft props, computer graphics has been unconventional and enriching. The production process of this film itself reflects the very thought of OUTDO. It pushed us to go all out.”
Creative Agency: Paradigm Plus India
- Rajat Sarkar – Founder & Director
- Ira Gupta – Creative Director, Copy
- Santosh Joglekar – Creative Director, Art
- Vinay Joy – Director, Planning
- Anuja Paralkar – Director, Brand Services
Production House: Bubble Wrap Films