Ashiana Housing opens up conversation on a wholesome upbringing

National, January 28, 2020 – Ashiana Housing, one of the pioneers in developing concept homes in India, has launched a new campaign to promote its three kid centric projects which are part of their ‘India’s First Kid Centric Homes’ offering. The campaign, conceptualised and executed by Dentsu India, includes three films and various digital assets. The campaign will be rolled-out as digital, print and OOH. The kid centric promise of ‘Behtar Parvarish Ka Pata’ remains unchanged.

Modern urban living comes at a price. Time spent with family is often the first victim. The campaign is created around the belief that giving our kids a wholesome upbringing is the first step towards moulding better citizens.

The first two brand films reinstate the fact that what children learn early on, they learn for life. It does not just shape their future as working professionals, but also as human beings. The third is more tactical in its approach. It highlights the fact that the property maybe a little further from your current residence (in some cases just 30 minutes away), but it does bring in a huge difference in the growth years of children, given the environment, amenities and activities at Ashiana Kid Centric Homes.

The first TVC features a young woman alone at night waiting for a taxi, when some riff-raffs come and tease her. Just then a boy comes in and silences them with his hard-nosed assessment of the situation. The scene then cuts into a grown-up version of the boy to illustrate that what he learnt as a kid has stayed with him for life.

The second brand film will be out a month later, carrying the conversation ahead.

The third film, more tactical in its speak, shows a protagonist being asked “Isske liye time hai tumhare paas?” by his colleague time and again. Finally the colleague tells him that he also needs to spend time on giving his children the right upbringing.

Speaking about what Kid Centric Homes stand for and hence the approach, Mr. Varun Gupta – Director Ashiana Housing said, “The five pillars of Kid Centric Homes come together to create an environment that fosters physical, intellectual and emotional growth of children to make them better human beings. It will make them winners not just at the work place but in life as well”.   

“Our positioning for Ashiana Kid Centric Homes has never been about selling four walls but more a way of life for kids today, to make them better citizens tomorrow. As a follow up to the original launch campaign ‘Behtar Parvarish Ka Pata’, with this new set of films, we’ve planted another new thought ‘Bachchey aaj jo seekhenge, wohi to kal duniya ko seekhayenge’ (what kids learn today, they will teach the world tomorrow). Ashiana Kid Centric Homes which are truly designed to provide quality upbringing for your kids, deliver this promise beautifully”, says Malvika Mehra, Chief Creative Officer, Dentsu India.

Asheesh Malhotra, Executive Vice President and Branch Head, Dentsu India – Mumbai, said, “Ashiana is a citizen first brand that embodies the true spirit of human values, reflected in their products like kid centric homes. Not many housing brands can take such a sharp stance over the fear of limiting the larger target audience”.

Mr. Vijay Narayana, Head of Marketing & Communications, Ashiana Housing shared his opinion on the campaign saying, “It is important for any parent to provide the best for their kids and at Ashiana Housing’s kid centric projects, we have some of the best arrangements and facilities for the holistic development of the child. It is with this underlying thought that we have associated our newly launched campaigns with building values in kids to make them better individuals.”

Ashiana Housing, which has been a pioneer in launching senior living and assisted living, has now also delivered Kid Centric Homes in South Gurgaon, Bhiwadi, Jaipur, with 1200+ families residing there, it’s already the largest player in the category. As a real estate company Ashiana has a proven track record over 40 years with presence in 10 locations, over 55+ projects across India.

Credits:

Creative Agency – Dentsu Network Advertising Pvt. Ltd.

Malvika Mehra  – Chief Creative Officer

Ashish Kharwatkar – Senior Creative Director

Mandar Achrekar – Creative Director

Meenal Parkar – Associate Creative Director

Maharshi  Ray – Group Head

Asheesh Malhotra – Executive Vice President

Priyanka Arora – Account Director

Shernaza Rasul – Sr. Manager, Films & Production

Man on The Moon Films – Production House

Shamik Sen Gupta – Director

Trayambak Dasgupta and Jeebak Dasgupta – Producers