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Tata Housing hits it right with 'Kuch Spice' on social media

The real estate company has also used in-film promotion effectively with a short film released on YouTube

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Tata Housing hits it right with 'Kuch Spice' on social media

Tata Housing hits it right with 'Kuch Spice' on social media

The real estate company has also used in-film promotion effectively with a short film released on YouTube

Ananya Saha | Delhi | March 6, 2012

publive-imageTata Housing has taken an innovative initiative to market its brand and project through the in-film placement route. A short movie was launched on February 29, 2012, through digital medium Youtube, to endorse its Inora Park project in Pune.

Tata Housing has been very well-integrated in the short film with the help of high-impact placement, which has in turn helped to generate more leads for the Inora Park project. The 30-minute film registered more than 13,000 hits in less than 24 hours on the day of its release.

Rajeeb Dash, Marketing Head, Tata Housing, said, “In-film promotion has helped us to generate leads from our TG, of which 20-25 per cent come to know of us through Internet, which is a huge number. Hence, we decided to integrate our project with the film. Internet and, more importantly, social media has a real-time element and a wide reach. So it provides the right framework and environment and a culture that allows the message to spread in a viral and faster pattern.”

“Tata Housing is active on all social media forums, which helps consumers to directly interact with the project and give their feedback,” he added.

With social media and YouTube marketing, the company has been able to target non-resident Indians efficiently. The first phase of the Inora Park project was completely sold using the online medium, informed Dash.

The buzz was created online through an exciting contest on Facebook and Twitter. With 'Kuch Spice' already becoming a hash tag on Twitter, the social media has been abuzz with the 'Kuch Spice' mentions.

Considering the popularity, Tata Housing is estimating that by Sunday it will touch 1,000,000 hits. On an average, at any given time there are more than 1,500 people discussing the movie every day on Facebook, said Dash.

Going forward, Tata Housing is keen on using social media for its projects. “We will use mixed-media approach, but it will be skewed towards social media,” Dash said.

The movie by Mad Midaas Films features actors Purab Kohli, Nauheed Cyrusi, Mansheel Gujral and Mustafa Hussain, and has been directed by Adeeb Rais.

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Ananya@BestMediaInfo.com

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