Acknowledging the complexities and uncertainties surrounding home buying, Godrej Properties aims to address these concerns through its campaign. The brand introduces a unique approach with a nine-year-old character named Diya, who serves as a symbol of today’s discerning home buyers. The campaign features Diya in a digital video that portrays her journey of exploring the world of real estate, starting with her parents purchasing a Godrej home. Although her parents trust the brand, Diya’s trust must be earned through her own exploration.
Diya’s journey reflects the diverse emotions of home buyers, from joyful curiosity to cautious apprehension. Through this narrative, Godrej Properties seeks to demystify the home-buying process and build trust with consumers. The campaign has already achieved significant engagement, with Diya’s story garnering over 100 million views across social media platforms including Instagram, Facebook, YouTube, and LinkedIn.
Lalit Makhijani, Chief Marketing Officer, Godrej Properties Ltd., commented, "At Godrej Properties, we recognize the significant impact that trust plays in the home-buying journey. Through #WhereTrustResides and Diya’s explorations, our objective is to create a platform that echoes home buyers’ voices to ensure a transparent and stress-free journey for them. This campaign resonates with our dedication to building enduring relationships with our homebuyers founded on trust and excellence”.
The campaign's initial phase included teaser videos featuring various Godrej Properties stakeholders preparing for Diya’s arrival. This was followed by the appearance of a vending machine on Friendship Day at various Godrej Properties locations across India, where Diya engaged with 4,500 members of the Godrej family, sharing moments and chocolates while discussing her thoughts on her new home.
Looking ahead, the next phase of the campaign will see Diya delving into aspects such as quality, thoughtful design, sustainability, and community building. The #WhereTrustResides campaign reflects Godrej Properties' commitment to enhancing the home-buying experience and reinforcing its position as a trusted leader in the real estate sector.
