CREATE A DIFFERENTIAL FROM OTHER PLAYERS

I head marketing for the commercial office segment of DLF Ltd that pans across over 30Mn fully developed projects in Delhi NCR, Chennai, Hyderabad, Kolkata and Chandigarh and approx. 7 Mn of underdevelopment projects across NCR and Chennai. The business parks consists of both Non SEZ and SEZ portfolio. My role is to create a brand led marketing environment and drive initiatives that results into free-flowing communication between DLF as a corporate and it partners, clients, industry bodies and media. NOVEL STRATEGIES & PRODUCTS Tapped B2B platforms to generate direct leads and demand for pre-fitted offices, a first in commercial real estate. We generated ‘per seat’ demand from corporate, looking for a shorter time-period office spaces. DLF marketing strategy was completely focused on positioning current inventory as well as upcoming projects as the ‘Futuristic Workplace’ that shifted the conversation from current crisis to what is the future of office. MOST SUCCESSFUL MARKETING CAMPAIGNS In a year where client businesses were on a contract mode, we shifted focus to fully fitted spaces and mounted digital Safety Assurance campaign. Leveraged WELL certification, British Security Council Covid Assurance and British Security Council Sword of Honour as Safest Comeback Campaign. We got closer to 70 Lakh impressions and more than 50 thousand clicks that were redirected to our DLF Offices LinkedIn page. On a meagre spend of Rs 12 lakhs, the numbers are way above the industry benchmarks. DLF Offices LinkedIn page that had less than 500 followers in September (pre-campaign), today has more than 2000 followers post the Campaign. All of this gain is organic and is a result of ‘good engagement’ MARKETERS SHOULD FOCUS ON COMMUNICATION THAT IS ROUTED IN ‘FUTURE OF WORKPLACES’ THAN TRYING TO CREATE VALUES FOR THE CURRENT PROJECT USPS. SOCIAL INITIATIVES DLF during the second wave, contributed with partnership proposals to government liaison to becoming a volunteer in distribution of oxygen cylinders and tracking of vacant beds across the care units. MAJOR ACHIEVEMENTS Initiated DLF Offices presence into the B2B digital platform LinkedIn last year. Developed a comprehensive framework of direct connect with the tenants, partners and employees. Started building credence on key company pillars of Sustainability and Safety. DLF became the only real estate company to feature in Dow Jones sustainability index.