MARKET YOURSELF DIFFERENTLY

I have been in the real-estate marketing space for 10 years, heading the Marketing function for almost 7 years and with Brigade, I have been handling this role for 4+ years now. At Brigade, we have consistently churned out multiple campaigns which help establish a clearly defined perception in the consumer’s minds. Being consistently relentless in our approach is what has helped the group grow exponentially in the last 4 years. NOVEL STRATEGIES & PRODUCTS We created a first of its kind webinar featuring children of our customers as panellists in 2021. We have established multiple Annual IPs like Brigade Showcase, Brigade Mega Home Fest and Brigade Year-End Bonanza. In 2020, we were the first developer to have a physical event i.e. Brigade Showcase. We were one of the earliest brands to take up a YouTube Masthead in 2018 to promote the Group’s awareness to the national audience. The video still remains the Most Watched Real-Estate YouTube video in the world! MOST SUCCESSFUL MARKETING CAMPAIGNS We have invested into various tools to help our sales pitch our products remotely. We won an award for the Best Use of Technology in Real Estate, a 100% digitally promoted event. The success of the event led us to do an exclusive Brigade’s Virtual Expos for NRIs. These efforts helped achieve our target of 1 Mn sft in Q2 of FY 20-21. For Brigade Showcase 2019, we went with a complete digital route (with LED panels and interactive walkthrough at the venue). We received 200+ bookings over 3 days. All campaigns are devised with a digital-first strategy. It needs to make sense on the mobile screen, and then we start adapting it to larger formats of print and outdoors. The performance metric was changed from overall conversion %ge to Cost-Per-Booking. This helped justify the increased investments onto Digital. THE INCREASING DEMAND TO KEEP ABREAST WITH THE CHANGING TECHNOLOGIES IS WHAT WILL DEFINE THE SUCCESS IN THE NEXT FEW YEARS, AND THE WAY AHEAD WILL BE AN INTEGRATION OF THE CMO AND CTO ROLES. SOCIAL INITIATIVES For its 30th year anniversary, the group pledged to plant 30,000 trees and did multiple tree planting drives across our projects. Customers and employees participated in it whole-heartedly and we issued certificates to each participant.