Joyville Homes provides an unboxed living experience in their new print campaign
Joyville, the affordable housing segment of Sharpoorji Pallonji Group, focusses on showcasing ‘Unboxed Living’ in its new print campaign created by FCB Ulka, Mumbai. Joyville is a different venture for Sharpoorji Pallonji, which was only known for being in the luxury segment. With Joyville, they are targeting the middle income group for the first time. With the 30 acre project, Joyville offers homes starting at Rs. 21 lakhs.
The group is targeting to build 20 million sq ft of residential space over the next seven-eight years in the first phase of its affordable housing business plan. These projects will be developed across Mumbai, Pune, National Capital Region, Chennai, Kolkata, Bengaluru and Ahmedabad and will be priced between ₹20 lakh and ₹60 lakh depending upon the location.
FCB Ulka has created a print campaign that highlights the amenities Joyville Howrah offers, away from the hustle and bustle of Kolkata. The purpose of this campaign was to position Joyville as a preferred choice for home buyers where families “LIVE TO GROW”.
The idea was to promise the luxury that Sharpoorji Pallonji is known for, while also being affordable for the middle class segment. The ‘Unboxed Living’ is shown with the top-view of the property with extra sunlight, air and space that one can live in.
On the campaign, Cyrus Engineer, Sr. VP, Sales & Marketing – Shapoorji Pallonji Real Estate, said, “Joyville provides its residents a lot more space and gives them room to grow. The concept of “Unbox Living” thus is an apt metaphor for the move from a house with limited space to a home that is larger and more airy.”
Vinci Raj, Sr. Creative Director, FCB Ulka, Bangalore, says about his campaign, “Whether it’s a luxury home, or a budget home, everybody prefers to live in a place where they get more light, air and space. We wanted to show Joyville as the affordable real estate option with unboxed living.”
The campaign dwells on the high promise of spacious living with family at economical prices.