Godrej Properties Launches #WhereTrustResides Campaign with ‘Diya’

Godrej Properties (GPL) has announced the launch of its visionary campaign, #WhereTrustResides. As the buying of a home occurs only once, close to the most organizational decisions of an individual’s lifetime, the consumers look for brands that stand testimony to time and legacy. While the list for what consumers look for today does rise with such appeals as “high lifestyle,” “designer homes,” and “premium amenities,” the topmost priority remains trust.

It’s out and out a quest that’s shrouded in opaqueness and filled with uncertainty, and Godrej Properties felt there were both a great need as well as a responsibility to pay credence to this sentiment, be it through the simplification of the world in real estate or by educating consumers about the right things one needs to look out for at varied junctures in this quest. And the brand took a first-of-its-kind approach in creating this character, this 9-year-old named Diya.

As part of the campaign, the brand has released a digital video of the curious and uninhibited Diya, standing for the collective consciousness of today’s home buyers. Scratching from joyous expeditions to nervous excitement and equipoise apprehensions, it doesn’t shy away from narrating Diya’s journey of discovering the real estate scenario that began the day her parents bought a home by Godrej.

Even if the brand enjoys the trust of her parents, winning seriously could be a bit harder. Curious head, optimistic heart, and a mind with no filters, she is all set to investigate if Godrej can actually be a dream home. Through her own investigation, Godrej Properties aims to reassure the doubts of home buyers, thus fueling the confidence people put in the category – #WhereTrustResides

Speaking about the campaign, Lalit Makhijani, CMO, Godrej Properties mentioned, “At Godrej Properties, we believe trust is at the heart of the home-buying journey. #WhereTrustResides and Diya’s journey is our initiative to create a platform that resonates with the voice of a home buyer to ensure a fair, hassle-free and stress-fee journey for them. This campaign strikes a chord with our promise to form lifelong relationships with our homebuyers, based on trust and excellence”.

Building up this campaign was done through interesting videos of various stakeholders of Godrej Properties who were gearing up for Diya’s arrival. Finally, after a lot of speculation about ‘who’s Diya’, one fine day on Friendship Day, a vending machine mysteriously appeared across different Godrej Properties premises by number in India. Diya befriended 4500 people from the Godrej family and shared not just moments and chocolates, but thoughts around her Godrej Ghar too.

The next leg or phase of the campaign demonstrates Diya exploring the different sides of the brand: quality, thoughtful design, sustainability, community building, and more. #WhereTrustResides describes the commitment of Godrej Properties to making the process of purchasing a home an elating and enriching experience, thus further carrying forward the legacy of being the leader with trust in the realty space.