AdStrat: Childhoods available from ideas@work

17 Oct,2011

The campaign:

Childhoods Available


The client:

Rustomjee Group


The agency:



The brief:

In a world of luxury, sometimes the true luxury is giving your child a childhood. This was what we needed to communicate.


Research insights:

Vijay Chidambaram and his team from Centre of Gravity conducted extensive research across the city across socio-economic classifications to uncover consumer needs and came up with the insight that the one thing most Mumbaikars wanted to do a better job of giving their kids the kind of childhood they themselves enjoyed.


The thought process behind the creative:

Ideas@work, Rustomjee Group and organizational branding firm Centre of Gravity worked together as a team to produce the campaign. The on-ground implementation of the campaign was done by Rutu Modi, and of course, Rustomjee’s in-house marketing team and their media partners.


Media vehicles chosen:

Print, outdoor and digital. Since the target audience is limited to the Mumbai metropolitan area, it makes sense to maximize ad spends within its limits. Press ads include full pagers in all the leading newspapers. Outdoor locations number more than 50. Digital is another media vehicle that will go live soon, with Radio being considered. Further, all moments of truth both for internal and external customers are being designed to carry the same message.


Key issues kept in mind while executing the ad:

Creating a visual that breaks the current and typical formats of clutter. Even messaging was to be kept concise so as to allow accentuating the customer experience at the point of sale.


Does the treatment do justice to the brief?

A lot of people remember stories from our childhood, like Alice in Wonderland, Winnie the Pooh, Aladdin, and so many others. So that was the category as far as the look of the campaign was concerned.


The differentiating factor about the ad:

For the first time in the history of Indian advertising a real estate company has delivered a communication so single-mindedly focused, the results of which can only be achieved off numbers, and the clutter-breaker approach further helps.


Market and client feedback:

Industry feedback has been immensely positive with rave reviews pouring in from all quarters of stakeholders, and business transactions have kept sales teams busy.


Compiled by Shubhangi Mehta

Post a Comment 

Comments are closed.

Today's Top Stories