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Year: 2012

 

Problem

Sharply differentiating Ashiana Housing in the context of Indian real estate companies called Ashiana in the same geographical markets and real estate companies with other names.

Research analysis and insight

In a market characterized by false promises and poor delivery, homeowners called Ashiana’s transparency “refreshing”; they believed they “were in safe hands”.

Communication solution

A visual that, at first glance, looks like the letter a (a for ashiana), and, on closer inspection, reveals a baby in a mother’s safe embrace. Complemented by the brand line ‘You are in safe hands’.