Gera Developments unveils its new brand positioning ‘OUTDO’ with a TVC campaign

Posted on Aug 3 2016 - 3:33pm by Fayaz

Gera Developments’ first TVC campaign aims to capture the essence of the brand’s philosophy with an

unconventional method of telling their ‘OUTDO’ story

Highlights:

  •  The Outdo film is a narrative of how the world is built by people who “Dare To Outdo”. The film

draws parallel with objects that made their inventors famous but are enjoyed today because

outdoers refused to settle with the status quo and kept improving on them.

  •  The original film is of 50 seconds and was released on social media where it met with

snowballing success of Likes and Shares. The film crossed 6.7 Lakh views on Youtube and

Facebook combined in its first week itself.

  •  The content and highly innovative treatment of the film itself works as a big hook for viewers

and it has attracted compliments from all quarters including the advertising fraternity.

 

July 12, 2016: Gera Developments has raised benchmarks in the real estate realm with their constant

innovation which are way ahead of time – be it India's first developer to offer a 5 year warranty (since

2004) or India's first ChildCentricTM project. The brand also invests in customer delight and community

creation, which is also their other main differentiator. Their focus has been on creating value for their

customers post sales.

As a part of their extensive brand campaign, Gera unveiled its new positioning – 'Outdo', to the external

stakeholders by way of a brand film. It showcases how the brand has always believed in outdoing itself

to achieve greater heights and raise the standards for themselves and the stakeholders.

This story is in the form of a 50 second brand film that draws parallel with some of the famous outdoers

of the world. It shows examples of how through the course of history certain individuals believed in not

being content with the status-quo. The film illustrates the brand’s philosophy through the ‘OUTDO’

series by showcasing how these individuals have pushed the existing boundaries and by ‘out-doing’ have

changed the world for better. The film talks about how Gera’s belief in ‘out-doing’, thereby breaking

conventional brick and mortar campaigns usually showcased by real estate companies. The 30 second

TV commercial will go on air during this week.

Highlighting the essence of the TV commercial, Mr. Rohit Gera, Managing Director, Gera Developments

said, “A year ago, brand Gera embarked upon a journey to bring about a cultural transformation within

the organization and also amongst all its stakeholders. This would also reflect the brand's core purpose

and enable the brand to drive itself into newer uncharted territories and we chose the word ‘OUTDO’ as

the distillation of our entire brand philosophy. We wanted to communicate to our customers about our

OUTDO journey through service, product quality and brand offerings, and this film encapsulates this

very well. We worked with the strategic planning team of Paradigm Plus who highlighted the brand's

DNA and the core values which are driving the organization for more than 5 decades in this

exceptionally well made and unique film.”Displaying Outdo Print Media Campaign (2).jpg

Gera has chosen an unconventional route of narrating this story through this film which also lends itself

to a 360 degree campaign panning across TV, multiplexes, social media, print, electronic and outdoor

mediums. The story is told in a visually rich treatment that uses various paper craft techniques and

merges it with stop-motion filmmaking. The whole film takes place on a drawing table, where most of

the world-changing ideas begin. The drawing board is used as a metaphor to the company’s core

business of real estate development. The film graphically depicts stories of how the Wright brothers

invented the very first flying machine and how Thomas Alva Edison came up with the bright idea of a

light bulb, the stop motion takes us through a flipbook journey of the telephone from its first form to

the new age smart phone that not only allows you to talk but also see your loved ones from long

distance. Just like all of these, Gera has challenged the status quo of the real estate industry with unique

offerings like the 5 year warranty on construction since 12 years. The re-measurement clause in their

customer agreements and a week-long free-look period after booking simply inspires confidence

amongst the customers. Even their mobile CRM app – GeraWorld has given customers a smarter, easier

and faster way to connect with the company. Their community-creation initiatives have built bonds that

last a lifetime, weaving thousands of content customers into one beautiful family.

With the Outdo campaign, Gera Developments now aims to inspire all its stakeholders to participate in

this cultural transformation to achieve greater heights. The campaign engages the customer, showcasing

the brand’s philosophy by using the hashtag #DareToOutdo through series of print and social media

campaigns on all platforms.

Commenting on the concept of the Outdo campaign, Mr. Rajat Sarkar, Founder, Paradigm Plus said,

“Raising standards of business has always been intrinsic to brand Gera. Since Gera embarked upon a

journey for their brand, thus the new positioning was derived called – OUTDO. Outdo is a simple word

which beautifully and succinctly captures the essence of what the brand has always been about.

The communication campaign led by the TVC faced a challenge to capture this very essence of the brand

and inject the target audience with it. The process of Stopmotion, use of Kirigami paper art, mix of

illustrations, craft props, computer graphics has been unconventional and enriching. The production

process of this film itself reflects the very thought of OUTDO. It pushed us to go all out.”

Click here to watch the Gera Outdo Brand Film

The Team

Creative Agency: Paradigm Plus India

• Rajat Sarkar – Founder & Director

• Ira Gupta – Creative Director, Copy

• Santosh Joglekar – Creative Director, Art

• Vinay Joy – Director, Planning

• Anuja Paralkar – Director, Brand Services

 

Production House: Bubble Wrap Films

Director: Luv Kalla

Producers: Ketaki Guhagarkar

Animator : Vaibhav More

Paper Artists : Harikrishnan B Panicker & Deepti

Music : Rupert Fernandes

About Gera Developments:

Gera Developments, one of the pioneers of the real estate business in Pune are recognized as the

creators of premium residential and commercial projects in Pune, Goa & now Bangalore. They are driven

by innovation and they design their projects around the evolving needs of their customers. Some of

their revolutionary and highly successful product lines are ChildCentricTM Homes, IntelliplexesTM,

SkyVillasTM etc. They aim to create a new category in the residential real estate industry and establish a

benchmark in the product + services model.

Gera Developments prides itself on providing long term enjoyment to customers and innovation being a

hallmark of the company’s projects. There are many 'firsts' that stand to Gera Developments’ credit

such as 5-Year Warranty on Real Estate consisting of Preventive Maintenance and Repairs for the first

time in India and providing Insurance of buildings. They have operations in Pune, Goa and Bengaluru.

Please visit www.gera.in for more information.

Media Contacts:

Sonia Kulkarni: 9820184099 | sonia.kulkarni@ketchumsampark.com

Aarti Katira: 9323742377 | aarti.katira@indexpr.in

Smita Sodhia: 7875604064 | smita.sodhia@indexpr.in

Sulakshana Deshpande: 9819032463 | sulakshana.despande@indexpr.in (For Mumbai)

About the Author

Fayaz is the founder of Marketing Bloggers. Apart from the jibber-jabber he is Human by birth, Engineer by mistake, Marketer by Choice.. That says it all :)