A very differentiated positioning exercise and roll out of a Real Estate brand in Bangalore, India.

1. RBD Homes gets Bangalore to
sit up and take notice by just
‘Keeping Things Real’
The first project was going to be a gated community with Villas
Background priced upward of Rs. 1.5 crores and apartments priced
RBD SHELTERS was launching its first residential project in upward of Rs. 70 lakhs. The key highlights of this project
Bangalore - Stillwaters. In fact RBD SHELTERS itself was a would be a location advantage on Sarjapur Road, Bangalore,
new venture in the space of real estate development. The affordable pricing and quality of design and construction.
owners of RBD SHELTERS already had a successful history in
developing and marketing of residential property in the past
and RBD Homes was the result of a move to start something Beyond a name and logo
independently.
A usual template for this kind of a project would be to give the
Origami Creative Concepts, an advertising agency, was project a name, design a logo and proceed with creating an
signed on to take on the responsibility of not only launching advertising campaign. However, the Bloombox approach to
Stillwaters, but also launching RBD SHELTERS. branding is ‘inside out’. First, look inwards and see what
needs to be different about the business, what consumer need
does the business fulfill and the role it can play in the life of a
Bloombox as brand partners consumer. Only then do you go about communicating these
propositions to the consumer through marketing channels.
Origami’s pitch to RBD Shelters was not about how good its Also, the key to finding these answers is not within the four
creative capabilities were, but how the start point of its walls of an office, but from the consumers that RBD Shelters
creative development was in the uniqueness of ‘BRAND’ RBD was likely to target with its offering.
SHELTERS. For this Origami proposed that they would need to
partner with Bloombox, a brand engineering and consulting
firm. Research and findings
Bloombox is an outfit that has 6 consulting partners and
Going about research included talking to prospective buyers
focuses on arriving at a brand idea that is deeply ingrained in
and analyzing current trends in real estate marketing;
the vision of a business through some of its proprietary tools
specifically advertising. These are the key messages that
that it has developed. Once arrived at, Bloombox works
people were made to consume from ads from various builders:
towards being a brand custodian of this idea and ensuring
that it is communicated through all marketing channels, be it Exclusivity. Lifestyle.
advertising, public relations, event marketing or any
Dream come true. Paradise awaits.
thing else.
Beautiful life. New world of luxury.
Luxury redefined. And then redefined more.
The start point – the brief
Happy families
The management team at RBD Shelters was very clear in its
intent of wanting RBD Shelters to be associated with building Escape. Upgrade. Move in.
residential projects with focus on both - villas in form of gated Key takeaway from people looking at these ads were
communities, and high-end apartment complexes in the future.
“These are exaggerations and clichés. They may
soon promise the ‘moon’.”

2. The opportunity in branding for How does ‘Keep it Real’
RBD SHELTERS translate into elements of
All the exaggerations and clichés in the messaging of other
branding
real estate brands provided an opportunity for RBD to move Treating ‘Keep it Real’ as just another tag line would defeat
away from these clichés and ‘commodification’ of the the whole purpose of longevity to brand RBD Shelters. It
category. The new brand definition of RBD SHELTERS needed to go beyond just a promise to a business
needed to break away from the over promise and under philosophy, and a demonstration of living it at every level.
delivery of the ‘branded’ players. The RBD brand delvers on So right from brand appeal, to advertising, to the product,
the core promise of a Realty Brand that promises to to service and to delivery, this philosophy of ‘keep it real’
“KEEP IT REAL. AND BE THE HONEST BUILDER.” needs to be brought to life. In order to do that the brand
language needed to be simple, relatable, highly emotive
Therefore, the core philosophy is and thought provoking while avoiding all norms and
‘Never do we OVER PROMISE. Never will we clichés of conventional realty branding and
UNDER DELIVER.’ communication.
Therefore, the new name and logo
The Old The New
Logo: Logo:
Unreal, Simple, real
abstract, and and bold
dreamy
Moving on to communication
plan
The brand positioning of the RBD created by Bloombox
immediately gave us tremendous cues about how to go
about creating the advertising campaign,” says Ashish
D’Abreo, Creative Director, Origami. “ We just had to put
ourselves in the shoes of the many home-hunters who keep
going through advertisements of apartments and honestly
wonder if all of what they are reading is actually true. They
look at images of families that are always smiling, the
headlines that scream of utopia, and a dhobi list of
amenities with a lot of disbelief. This became the start point
of our campaign”.
Rahul Chawda, Director, Bloombox, said “tackling imagery
was tricky. When we promised to keep it real, we could not
afford to go back to images that people viewed as
‘unreal’.”
“Anyway, we wanted to ensure that the messages that we
wanted to communicate formed the important part of the
creative,” added Ashish.

3. The Advertising campaign
Pre Launch
Meet Up

4. The Advertising campaign
Launch
For more on this..
Contact
Bloombox Brand Engineers @ +91 98451 22466 | www.bloombox.in
Origami Creative Concepts @ +91 80 41121109 | www.origamicreative.com