Sell Sustainability, but differently
Transcon is a leading realtor from Mumbai focused on developing Green Buildings. Over the years they have incorporated sustainable living into every aspect of their buildings and even in their communications. Yet, the buy-in into the concept of sustainability was not so high. Their communication needed to connect in the right way.
Creating a new language for green
Our in-depth project study revealed that even though green features mattered to buyers their buying decision was not only based on these. We realised that to sell sustainability we would have to “Re-interpret the role” these sustainability features played in the everyday life of a home owner.
This led us to the strategy of turning around the core sustainability offerings by literally “Redefining Green”. With some very interesting word-play pollution was no longer smoke, but a smoking barbeque (“Redefining pollution”); traffic was not rush hour, but friends having a great time in the outdoors (“Redefining traffic”) and so on.
Creating greater buy-in sustainability
A well-coordinated campaign across media opened up Tirumala Habitats as homes that would redefine the sustainability lifestyle in Mulund. Every green feature translated in to a tangible benefit where families would be able to give a greener lifestyle to their children, while getting the luxuries of a modern life.