Saturday, June 9, 2007

Very cool launching of 'Kool Homes' at Balewadi, Pune

In Pune, after a long time, a project was launched in such a cool way. Teaser advertising campaign "What is Kool for you?" generated some curiosity. Surprisingly, even when i came to know that it is only another residential project, with some Techi Gadgets, i didn't ignore it! "Kool Homes" at Balewadi(Pune), is one more 'happening' (we are making a list, remember?) that happened in the last couple of weeks.

Hoardings of "Kool Homes" were well designed and put at all prominent locations. Models were smart, sophisticated and pleasant to look at. After a long time, i didn't mind looking at the same hoarding once again. Otherwise, i blame 'flex printing' technology and complain to my ex-partner, (now Webdesigner), Prakash Thombre, for 'humanizing' Pune real estate advertising.

Using 'human' models, instead of just 'buildings', in the real estate ads became popular only after the success of 'Pride Panorama', an exclusive project by Pride Housing on Senapati Bapat Road. Before Real Estate Marketing, i was into Real Estate Advertising. Prakash was my Partner and Creative Director. Pride Housing was our favorite client. Prakash had designed the campaign, Bunty-Prashant were the photographers and the models were beautiful TV actress Mrinal Kulkarni and sweet little Mukta Ranade.

Naturally, for the first time in Pune, looking at the hoardings became a pleasant experience. Everybody admired and enjoyed the experience. Unfortunately, i don't have photographs of the hoardings but you can see the cover of the brochure. These will tell you that the idea was not to show 'smiling faces' but emotional bonding we value and cherish in our homes and family. But most took it superficially and went for the 'face value'! Anyway, this advertising campaign revolutionized the real estate advertising in Pune. That is why nowadays, you see smiling human faces on every hoarding all over Pune.

One of my client feels that by the beauty of the face on the hoarding he can judge the quality of the construction of that particular project in Aundh Annex! Other finds it very confusing and irritating because it becomes very difficult to distinguish one project from another.

Someone said, he can't open his car windows and enjoy the cool evening or morning breeze on his way to Hinjewadi from Parihar Chowk, Aundh. "I am forced to close them because i don't want to look at those same horrible faces on these hoardings which are there on both the sides of the road, one after another, day in and day out, for months!"

I think, we should have a competition. Whoever identifies every hoarding with the project will get a prize: "2 bhk flat in Orchid at Pimple Saudagar, Aundh annex!"

If you or your friend is planning to book a flat in Aundh annex, Baner-Balewadi, Sus Road-Pashan or even in Kothrud, please read this post: "Buying a flat in Pune? Get valuable tips. subscribe to my free newsletter."


  1. People feels themselves related to the product by such ads.

  2. This is one example how real estate is using the latest technology in its latest project.

  3. Nice Blog ! Hope to see more from you.