Young bags Ekta World’s creative mandate with ‘Housing Happy Hours’
Mumbai, 28 November 2017: Young Creative Services, a Mumbai based full services creative agency has bagged the creative duties for Ekta World, a reputed real estate property company after a hard-fought multi-agency pitch. The account was won on the back of a disruptive communication campaign led by the agency titled, Housing Happy Hours.
Speaking ofthe campaign, Wilfred Fernandes, Founder and Director, Young Creative Services said, “Ourcampaign was based on the insight that the single-most critical factor whichexcites any consumer is the Happy Hour or a window for purchase at favorableprices. Happy Hours is a drawing factor that has worked for retail outlets andrestaurants. So why can’t there by Happy Hours for real estate buyers?”
With theHousing Happy Hours concept as the central pillar of communication the YoungCreative Services team weaved out a very vibrant and disruptive visual imagerywhich captures the limited period offer – 504 hours (21 day booking window), ina very upfront, graphic and impactful manner. To add to the overall impact ofthe campaign, Young has also scripted and recorded a very peppy jingle – theobjective being to create a ‘hummable’ tune and a jingle that blends in withthe Radio Channel’s content in terms of entertainment value rather than being arun-of-the mill programming like other real estate jingles.
VivekMohanani, Managing Director, Ekta World said “We found the idea and concept of Happy Hourswhich was presented by YOUNG very fresh and engaging from the customers’perspective. Given the fact that Ekta World has an array of projects at variousprice point on offer, the concept of Housing Happy Hours blended in perfectlywith our objective of creating a limited period umbrella tactical promotionunder which all our projects could be offered to potential buyers.”
YoungCreative Services’ concept and creative was selected by Ekta World from amongstmultiple agencies pitching for this campaign that is being rolled out inNovember 2017. The account will be serviced from the agency’s Mumbai office.
AboutYoung Creative Services: Young Creative Services is a Mumbai based full services creativeagency which has been in existence since 2010. Though engaged with an array ofcategories in terms of creative duties, Young by virtue of some interestingcampaigns developed for real estate brands that it works with, has achieved akind of category expertise and is the go-to agency when it comes todifferentiated and result-oriented advertising campaigns in the Real Estatesector.