Gulmohar – Client of Blue Minch

Know the client: Gulmohar Community of Tulsa Group is a villa project located at Matigara. It is Siliguri’s first villa project which offers the independence of your own house with the advantages of a gated community. Being very compassionate about living a sustainable lifestyle, Gulmohar is a pre-certified IGBC project.

Idea: To create Gulmohar Community as the ultimate destination for retirees of different sections such as Government Officers, Doctors, Investors etc.

Objective: Reaching the right audience such as the following

1. People who want to secure an independent villa home post-retirement.
2. Audience who are looking for a luxurious 2nd home for their holidays.
3. Sectors who want to invest in the property.

Strategy: Because we want to make sure that our campaign is understood by the intended audience, we didn’t hesitate to choose a straightforward and uncomplicated campaign name like #RetireAtGulmohar. Our primary means of connection with these audiences, as we were working with a much bigger range of people who were not particularly engaged on social media sites, was through research questionnaires in which we posed the question, “What would they like in a home?” 

Once these research questions were addressed appropriately, we created the creatives that would appear on the advertisements. The answers obtained from the study papers informed the creation of the material of the ad creatives.

Challenges: Identifying the right audience and ensuring our creatives were easy to understand even at the first glance.

Platforms used: Instagram | Facebook | LinkedIN | X

Results: The ads generated good results. Leads generated in 22 days i.e. from 15th July to 7th August is 621