The Brand – How Marbella Changed the game in Luxury Residential Living?

With Major commercial investments, tricity was also facing a vis-à-vis demand for residential or lifestyle community living. A Project, holistic in its own and which shall redefine luxury living, as foreign investors and existing connoisseurs of the town didn’t have much options to rely on. It was then that the Foundation of a brand like Marbella Grand was laid on. A corporate to reckon with, SRG DEVELOPERS AND PROMOTERS, were one of the first to introduce a super-luxury project like Marbella Grand. A project with 662 Super luxury apartments, 3/4/5 BHK and presidential suites, and to top it all a skywalk on the 13th Floor with world Class amenities.

The Brief – Winning the branding mandate and acquiring the brief.

As Mantrin acquired all advertising mandates for Marbella Grand, it initially started with its LIVE Perspective – L – Lear, I-Introspect, V – Visualise and E- Execute. We found a major lack in how the brand is positioned in the market. The budgets were high, but the communication to the right target audience was missing.

The Research, The Objective and The Campaign.

With extensive research and to achieve the objective of reaching the right audience, we drafted a categorical 3 month campaign as we moved gradually with the first quarter.

• Resolve to live like a King (January,2022)

  With the idea of positioning the brand for the King’s, “RESOLVE 2022” Positioned reliving the King life and with our emblem playing a significant role in presenting the real king to the town. Resole 2022 wasn’t just another tagline, it sent out a message – Rethink, Relive and relocate. To the ones who once who only believed to live such a grandeur.

• The “Queen Shall say yes” (February, 2022)

  Following up the next month with a valentine campaign, we made the queen say “Yes”. Since, a queen plays a major role in choosing and defining what a residence shall look like, this campaign was a tribute to all the queens of Tricity.

• The Royals of the region (March, 2022)

  With an overwhelming response to the “royalty” we had positioned in our previous campaigns, we carry forwarded the theme with a simple, yet powerful message “For the Royals of the region”, For the Maharaja’s and Maharani’s – the place you deserve. The brands powerful sample flat display was the icing on the cake. It was something, beyond compare.

• The Ultimate Symbol of Prestige (April, 2022)

  Carrying forward the legacy the of our campaigns, we wish to give the royalty campaign a final touch. What better to bring the ultimate symbol of prestige, royalty and power – The lion in our communication. The Animal stood out on outdoor, one could have never related to a real estate campaign as of such as it was something that the city had never seen, neither expected.

What Really worked for the brand and the agency?

• The Right Communication to the right audience

  The communication and the line of presentation which was followed, stood out from the masses. It was something which was new, not expected and really powerful.

• The Right Execution

  As these campaigns were professionally planned and executed for each media, the idea was the right message should reach the right audience at the right time! The perfect blend of ATL and BTL att display.

• The Power of Collaboration

  When the right minds work on a single objective, to achieve something extraordinary, the results are definitely overwhelming. This was a perfect example of the right copywriters, group of creative minds and a visionary like our CEO which led to such amazing results.