Digital | Branding | Advertising
New age homes for the accomplished generation. When every other project says ‘luxury’ and ‘close to everything’, or both, the difference comes from who you’re built for. So, we spoke to the accomplished generation in their language: new-age, uncluttered, and unmistakably relevant.
Nova by Raghava was announced at a time when Hyderabad’s real estate market was seeing a clear shift from modest gated communities to high-rise luxury living. While the project came from the trusted house of Raghava, the brand still needed to stand apart from competitors and build early momentum. This was especially important because the year leading up to the launch had been difficult for Hyderabad’s real estate market, with the luxury segment being hit the hardest.
The project enjoyed a strong location advantage and was among the most anticipated developments from Raghava. Clearly identifying the target audience and communicating with relevance was central to the branding strategy for Nova by Raghava. The primary audience consisted of millennials. The approach focused on creating a clean and relatable visual and verbal system that matched their lifestyle and aspirations, supported by a brand story they could genuinely connect with. This helped the brand feel more approachable, personal, and rooted in real experiences.
Using insights from our research and inputs from the Raghava sales team, we built one of the most contemporary brands Hyderabad’s real estate market has seen. For the launch, we collaborated with amazon, marking a first-of-its-kind association in Hyderabad real estate, by introducing branded delivery boxes during the Sankranti festival season. The brochure was designed to reflect the brand’s core values of being vibrant, easygoing, and modern. We also created a custom deck of playing cards that acted as both an engaging keepsake and a simple introduction to the lifestyle envisioned at Nova by Raghava. The launch was further supported by a focused digital marketing effort, complemented by an influencer campaign across social media.
