Amdavad Hit Chhe

Overview

In the bustling world of real estate, standing out amidst the competition is a constant challenge. Amidst this, Adani Realty recognized the opportunity to position Ahmedabad City as a top-tier investment destination. Their dilemma? How to effectively showcase the city’s rich heritage and cultural appeal to potential investors in a crowded digital landscape.

A Journey of Discovery

Ahmedabad, with its storied past and vibrant present, held the promise of untapped potential. Adani Realty recognized the opportunity to leverage a unique IP (intellectual property) as a means to unlock this potential. Inspired by the city’s rich heritage and cultural appeal, they intended to craft a compelling narrative that would capture the imagination of investors far and wide.

The Role of Travrse Media

In the wake of uncertainty following the initial wave of the COVID-19 pandemic, Adani Realty joined hands with us and set out on a monumental endeavour. Our mission? To unveil the undiscovered treasures of Ahmedabad to the world.

The challenge loomed large – how to translate the city’s rich history and vibrant contemporary life into a narrative that would mesmerize potential investors. Despite the daunting nature of the task and a brief that merely hinted at a branding campaign, Travrse Media pressed forward with unwavering determination.

With a keen understanding of the evolving digital technology and consumer behaviour, we stepped in as the creative force. We designed a campaign for Adani Realty and produced a series of captivating YouTube episodes called ‘Amdavad Hit Chhe’.

In a landscape where traditional marketing channels often fall short, Travrse Media recognized the need for a fresh approach to engage and educate prospects effectively. We delved deep into the question: Are traditional marketing channels the only effective tool? If not, then what strategies are needed to tap into the market and reach its full potential?

Highlights of Amdavad Hit Chhe

One Song

Amdavad Hit Chhe: A catchy anthem that resonated with the spirit of Ahmedabad. By tapping into the emotional connection people have with music, this anthem effectively captured the attention and imagination of the audience, further reinforcing Ahmedabad’s magnetism as an ideal investment destination.

Six Stories of Amdavad

Aditi Raval’s unique perspective and storytelling prowess added depth and authenticity to each narrative, resonating with audiences on a personal level. By integrating Influencer Marketing into the campaign, we were able to leverage Aditi’s extensive reach and loyal following to amplify the campaign’s impact, reaching new audiences and fostering deeper engagement with Ahmedabad’s story.

Immersive Experience via Social Media

AR filters, or augmented reality filters, offer a unique and immersive way for users to engage with digital content. Travrse Media designed AR filters that allowed people to experience themselves in the heritage monuments of Ahmedabad, all from the comfort of their own homes. Users could simply activate the filter within popular social media apps like Facebook or Instagram and instantly transform their surroundings into a digital replica of iconic Ahmedabad landmarks. E.g. Seeing themselves standing in front of the Teen Darwaza or the Sidi Saiyyed Mosque, complete with intricate architectural details and cultural significance. By leveraging AR technology in this way, the campaign provided an interactive way for people to engage with Ahmedabad’s cultural landmarks, despite physical limitations or distance. It also demonstrated Adani Realty’s commitment to innovation and creativity in promoting the city as a top-tier investment destination.

Ad Spends

Strategic allocation of resources in Digital Marketing and Social Media Marketing ensured that the ‘Amdavad Hit Chhe’ videos reached a wide and diverse audience. By carefully planning and optimizing ad spends across various digital platforms, we maximized the visibility and circulation of the campaign content. This targeted approach enabled us to reach potential investors, enthusiasts, and individuals interested in Ahmedabad’s cultural heritage. As a result, our Digital for Real Estate campaign gained traction amongst the right audience, where posts and reels were shared organically, further extending their reach and impact across social media channels and beyond.

Subtle Branding

By strategically minimizing the prominence of the brand name and relegating it to the end slide of social media posts, we were able to maximize reach and engagement. This approach ensured that the Social Media Marketing campaign did not come across as overtly promotional, but rather as a piece of content aimed at raising awareness. In essence, it adopted the guise of an informative narrative akin to the “Did you know?” style, fostering a sense of curiosity and intrigue among viewers. Despite the subtle branding, the campaign effectively conveyed the brand’s identity and message, leaving a lasting impression without overwhelming the audience with overt marketing tactics.

More about the campaign: This series peeled back the layers of Ahmedabad’s identity. From its ancient musical traditions to its iconic landmarks and culinary delights, each episode offered a glimpse into the soul of the city. By weaving together these diverse elements, Adani Realty sought to paint a vivid picture of Ahmedabad as not just a place to invest, but a place to call home.}

Going Beyond Data Driven Strategies

Through careful analysis and iterative refinement, we fine-tuned our approach to ensure maximum reach and engagement across digital platforms. Yet, beyond the data-driven strategies, it was the human touch that truly elevated our digital content.

At Travrse Media, we understand that effective digital promotion extends beyond mere advertising—it’s about creating content that resonates deeply with the audience. Our content was not just promotional—it was exciting, entertaining, and deeply touching. From the ancient musical traditions echoing through the streets to the vibrant flavours of Gujarati cuisine, each aspect of the ‘Amdavad Hit Chhe’ campaign was designed to evoke emotion and spark curiosity.

By infusing our digital content with a sense of authenticity and humanity we were able to forge genuine connections with our audience. It wasn’t just about selling real estate – it was about inviting people to experience the magic of Ahmedabad for themselves.

We believe that this connection, built on trust and shared values, not only resonated deeply but also inspired action, ultimately driving the success of the ‘Amdavad Hit Chhe’ campaign.

Results that Speak Volume

The impact of the campaign was nothing short of remarkable. Across Facebook and Instagram,
millions were reached, engaged, and inspired by Ahmedabad’s story.