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Thursday, August 30, 2012

Get a home. Not just heights. : Realty communication case study.

India is a different and a very difficult country. Because of its population – ever increasing.

In an Indian society, Maslow's hierarchy of needs gets applied rather with a bottoms-up approach – where morality, spirituality, etc. are trained to people first than providing them with the basics like food, water, etc.

As a result, people in this nation in general, who have the power to think, talk, and act, are more concerned about iPads or iPhones than things like malnutrition, employment, etc.

For the reason obvious, this reflects on and in almost everyone's attitude whoever wants to define or redefine success. And that too, irrespective of his socio-economic condition.

Here success means not an overall growth, but an individual rise in order to gain a height in lifestyle.

To complement this lifestyle, house plays a pivotal role. And not just a house that could be termed as home, but an own house that will ensure one gets the height in social status.

It's inconsequential whether such status matters at all or not, but it's imperative to have that, at least to support the realty business in the name of infrastructural development and GDP growth.

More so, as the greater the populace the greater the need for a house. Ideally an own house.

But again, if everyone starts to get an own house, it's a problem. Because then the rental or lease business of houses will take a beating. Thus, the realty business is evolved in such a way, so that a section of people - called HIG - can have a number of houses; a section - called MIG - can have more than one house; and a section - called LIG - can somehow have one house or no house.

Owing to this, it's seen, in fact close-group research has revealed, for the HIG, a house is more of a signature statement; for the MIG, a house is an asset; and for the LIG, a house is a peaceful and most secure shelter, a lifeline, a home in true sense.

It's only the LIG, who actually feels being at home while being at home i.e. at an own house.

However, an insight shows, based on a social report, the LIG somewhat feels awkward or even gets ashamed sometimes - given the height of their house, which connotes the social status or success. That leads them often to think and do something unrealistic bringing more woes to their agony to build properties.

On the basis of that, when a cooperative society gets in touch with me, which is planning to develop a township away from the city of joy - Kolkata, I tried to do something simple. Yet realistic, addressing the core problem, so as to give the LIG not just a house but also a home which is grounded on reality and more than a piece of realty.

I prepared a poster – (the idea layout is shown in the attached pic) – and ask them to start the campaign with this. Displaying it at national banks, post-offices, railway stations, train compartments, fish and vegetable markets, bus-stands, tea-stalls, public toilets, and on autos and rickshaws. Of course at strategic locations where the posters will be visible more than getting torn.

Thereafter, a press campaign in Bengali newspapers, and a TVC for Bengali channels might be crafted.

Though I've shared the idea in English, but the communication will take place in Bengali mostly.

The client has liked the concept and my payment has been made too. ;)

Now let's see, how far they can extend their liking, riding on this idea, employing their own agency.

Finally, your honest and analytical feedback (read criticism) on the idea is most welcome!

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