DDB Mudra West India’s campaign for Marvel Realtors promises on-time delivery

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Assured.jpgDelay is something which nobody likes. Especially when the delay is with the project completion, it proves to be extremely frustrating for the consumer who often feels let down, given that he/she has invested time & money finalizing a home that suits all his/her requirements . The most common excuses given are pending statutory approvals, material sourcing delays & other pending requisite paperwork. With no effective grievance redressal mechanism, consumers are left feeling helpless with no solution in sight.

Assurd 2.jpgAssured 3.jpgMarvel Realtors wanted to address this concern and re-look at its delivery model for all its projects. This campaign, aptly titled ‘Assured Delivery’ by DDB Mudra West, promises on-time delivery plus guaranteed rental reimbursement for the duration of the delay, if any.

Marvel is known as the player that revolutionized the category by offering homes that are unbeatable at price/size/amenities. The key objective was to create disruptive customer engagement built on a promise; with an option of being penalized, in case the commitments were not met.

Many realtors promise on-time deliveries which are not taken seriously. The challenge for Marvel was to move beyond a mere transactional role and offer a dynamic business solution that involves service. A service that offers a promise of getting rent if the project is delayed.

A home is not just a financial investment one makes but a deep emotional investment as well. While it might be seen as just a delay in the delivery date to the builder, but for the consumer it is a delay in life waiting to happen. Keeping in mind this consumer sentiment, the campaign based on the concept of ‘No Delay in your Dreams’ aimed to touch upon all the delivery problems faced by the customer.

The campaign comprised of print ads whose copy detailed various reasons of delay in delivery made by realtors that the consumers often come across. Further, the promise of ‘Assured on time delivery’ by Marvel Realtor was explained.

Sharing his thoughts on the launch of the campaign, Vishwajeet Jhavar, CEO, Marvel Realtors said, “At present there is no effective grievance redressal mechanism regarding delays of projects. Marvel Realtors stands strongly on initiating ideas that are industry firsts and that enhance customer delight. The campaign ‘Assured Delivery’ is another such step in this direction. Marvel truly understands that a home is not just a financial investment one makes but a deep emotional investment. Delay in possession of the apartment is equivalent to delay in life waiting to happen and therefore we have designed this first of its kind initiative where we assure on-time delivery of the customer’s apartment or guarantee rental reimbursement for the duration of the delay. This is to ensure that Marvel absolutely stands by its commitment.”

Rajiv Sabnis, President, DDB Mudra West added, “When people are making their life’s biggest investment, they expect a high degree of trust from the realtors. The deep concern is about timely delivery, since most customers have taken large home loans and are concurrently paying rent for their current accommodation. Marvel’s “Assured Delivery” promise is an outstanding innovation in a market that seeks more transparency and honesty from realtors. It is a bold move, it is keeping customer’s priorities at the centre and it is a big promise to earn the trust of its customers. Not many marketers are willing to be penalised for promises that they can’t keep. It also underlines Marvel’s confidence in their construction timelines and their strong desire and commitment to meeting delivery schedules. Marvel is willing to walk the talk. I am sure people looking for homes will be happy to talk to Marvel.”

Credits –

Chief Creative Officer: Sonal Dabral

Creatives: Rahul Mathew, Shagun Seda, Nivedita Agashe, Swetha Ajit, Mukesh Jadhav, Viraj Nandivadekar

Sr. Vice President: Anurag Tandon

Associate Vice President: Giridhar Bhat

Account Management: Shivavrata Sarkar, Hemant Joshi

Strategic Planning: Mou Roy, Deboleena Chatterjee