"The Trees"

‘The trees’

Live, Learn, Work, Play

• Effectively show the vision

• Integrate effectively the relationship between Vikroli and Godrej over the years

• Bring out vast expanses of preserved mangroves

• Bring out the industrial heritage

• The thoughtfulness behind the smart, urban planning

• Show the vision to build this into a cultural hub

Communication Objectives

• Luxury housing is the fastest growing segment in residential housing in India

• Prices of housing real estate are witnessing a downward slope => implying property investors will be active now

• Experts also believe that Foreign Direct Investment or (FDI) in real estate sector to grow to USD 24 billion in the next 10 years from the current valuation of about USD 4 billion.

*Source – KPMG Report; Global Property guide Asia

Research Findings

MEDIUMS

Experiential & On-Ground

Digital Social

Experiential + On-Ground- Event 1

THE UNVEIL

• The front side of a building will be wrapped in cloth and the

unveiling will be done dramatically.

• The media is given personal invites for the unveil.

• Automatic PR and social media coverage.

• Press conference

• Invited guests – media, bloggers, property magazine columnists

• A press conference will be held which will be followed by a high

tea.

*Reference image

Experiential + On-Ground- Event 2Audio Spotlight

• Entrance -people will be greeted by rows of scented floating candles

• flooring - done accordingly

•Experience- people will hear the chirping of birds, rustling of leaves and brook of a river with cool

breeze flowing.

•Spot Audio setup will ensure that the people walking through the setup will hear the different

soothing sounds and feel relaxed.

*Reference image

Mall setup:

• Easel stands with paintings/photos from local artists (these have to be in accordance to the

theme & can have quotes too) in a circle

• A scale building that looks like the Godrej tower in the middle, with information about the

properties.

Mall venue options:

• High Street Phoenix, Lower Parel

• Phoenix Market City, Kurla

• R-City Mall, Ghatkopar

• Infiniti Mall, Malad• Oberoi Mall, Goregaon

Experiential + On-Ground- Event 3

3D mapping projections:

• Big canvas placed strategically in a prominent mall space that

reads ‘An encounter with Trees you have never seen

before…. Watch out this spot on date at time!” and Godrej

logo

• During the Christmas and new year break(good number of

audiences available, can go to digital mediums via fb, youtube

etc), play an interactive projection about the properties on the

day

Social Activity 1 Se détendre night (relaxation night)

• JJ school of arts' lawn will be rented once. Creative artists / corporate professionals who have deep cultural interests (music , art , theatre etc) will be given invites to this event.

• 3 sections: Art corner, Music corner and an food corner.

• Empty and plain canvases will be reserved for artists to paint on, which will add colour to the event. It will allow people to show their creative side and will showcase how an evening will be at 'The Trees'.

• The music corner will have people playing various instruments and at other times will have some light jazz/alternative rock music playing.

• The food corner will serve a 3 course meal which will specialize in some authentic cuisine.

• This night is for bringing together people and make them feel how life would be at 'The Trees‘

• Giveaways – Personalized Visiting Card holders*Reference image

Red carpet nights-

• Every second Saturday of the month

• Decor- Classy and Sophisticated

• Seating- Round table with a 5 course meal

• Guests greeted by smartly clad hostesses

• Red carpet guides the guests to the dinner area

• Side walls of the red carpet will be star-lights that signify a transition from the real world to the world of “Trees”…the world of Godrej. These lights can be shaped in outlines of trees to merge with the overall theme.

• Invited audience- opinion leaders, bloggers, media, media personalities, socialites, celebs, top level executives from corporate

• Dinner area - classy round tables with a riser stage and LED backdrop that will be interactive. The seating area will be divided into 4 sections with the tables set according to the themes - work, live, learn, play

Social Activity 2

*Reference image

Entertainment Act:

VIR DAS

Vir performs in a young, raw and edgy brand of comedy, and is widely popular. Audiences enjoyed his comic skills even as comedy on television was plumbing the depths of mediocrity and recycled jokes, Vir brings wit, originality, edginess, and sophistication to stand-up comedy and hence will match the intellectual quotients of our audiences

Nitish Bharti

Nitish is a sand artist who gained fame in India’s Got Talent. Since then he has been featured in various events including KBC. Lively music accompanied with his sand art that will be themed around trees, the evolution of Godrej and happy living spaces will add to the experience of our event

• The lobby area will have a story board (info graphic) about how

Vikhroli and Godrej have grown hand in hand through ages. This

will be hand painted by the artists present during ‘Relaxation

Nights’

• A sample house will be ready with all modern amenities. The

furniture, products etc. will be all Godrej products (brands other

products by godrej). The invitees will be given a tour of the

house and on the spot bookings will get special discount and a

personalized name plate on the spot.

*Reference image

Flow of the event:7.00pm – Guests arrive at the venue

7.15pm – Welcome note from the MC

7.30pm – Godrej Brand Representative takes over

8.00pm – Cocktails and entertainment for the guests

8:30pm - Model home announced

9:00pm – Guests break for networking and dinner

Give Away: miniature bonsai trees

In some cultures, bonsai trees are held in such high regard that they are used to

honour guests. A portable oasis miniature garden represent the seasons or

landscapes close-at-hand for meditation or contemplation assistance. These

characteristics of the bonsai make it a perfect gift for our attendees by sticking to

our theme.

Invite option:

Event invite will be made of handmade paper with embossed text. The tree symbol will be a metallic piece attached to the

card with a red thread. The tree symbolically represents the property and the red coloured thread will represent prosperity

Digital

A small 5 sec advert will play before the actual video

starts. The video will show something related to nature

and ‘Trees’ (creative can be more specific as per

requirement). Video will be short , simple and cost

effective as YouTube charges little amount for the 5

sec adverts.

Experiential Activity 1A 7 day campaign. We will set up a mock room of the Godrej home in the lobby leading to the lifts of office/corporate

buildings per day

Day 1 - Apartment Hall

Day 2 - Apartment Kitchen

Day 3 - Bedroom

Day 4 - Studio Apartment

Day 5 - Villa

Day 6 - Layout Of The Compound

Day 7 - Showcase The Entire Project With Details

Each set up will be surrounded by a few fake and a few real trees instead of walls. Exotic aromas that catch the attention of

the office goers in the morning and evening will accompany the set ups.

Twitter/fb contest: take a photo of the setup and give it a caption. At the end of 7 days the most liked captions win natures

basket goodie bag

A placard with the setups on the exit side that says “imagine a life like this after work…. EVERY day..!

Experiential Activity 2#KursiAaramKi (recliner & massage chair)

• Two recliner cum massage chairs will be kept in the waiting

and recreational rooms of the big office spaces. When the

employees after a hard day of work, relaxes in the chair or

massager, he/she will hear the sound of birds, rustle of wind

and will feel relaxed

• There will be small plants and Godrej air diffusers strategically

placed around the chairs. Godrej properties brochures and

small placards that say “The Godrej life is the easy life” will be

put in front of the chairs

• The chairs will be moved from one office building to a different

one, over the period of November to January. The chairs will

have Godrej properties branded on the cushions

• People will be encouraged to experience the setup and talk

about it on social media thus providing our campaign a digital

boost

*Reference image

November December January

Unveiling

Dinner

Mall Activation– Audio

Spotlight + Easel Stand

3D Mapping

Dinner Office

Relaxation

Dinner

Airport

Mall Activation– Audio

Spotlight + Easel Stand

Timeline

KursiAaram Ki

BudgetActivation/Campaign AmountUnveiling of Property

Mall 4 lakhsRent 12 lakhs

Audio Spotlight 60,000

3D Mapping as per Splat Studios Offices & Corporate Places

Rent -

Set up cost as per Godrej (in-house) Red Carpet Night

Setup 21 lakhs (3 nights) Invites 90,000Food 3,60,000 (3 nights)

Giveaways 2,25,000

Artist Fee Sand Artist + Vir Das 15 lakhs (3 nights) approx Relaxation Night

Venue Rent Barter with J.J. School fo

Arts Food 1,50,000 Setup 5 lakhs

Canvas 30,000

Giveaways- Visiting Card Holders 1,50,000 Storyboard

Material + mounting 7000YouTube As per usual charges

Twitter- Promoted posts 1 lakh

THANK YOUPresented by:

Chitrangda Gupta

Manan Silawat

Neha Nandakumar

Utsav Nath

SIMC – PG, PUNE