Mumbai: Godrej Properties Ltd (GPL), a real estate developer in India, recently announced the launch of its visionary campaign, #WhereTrustResides. Home buying is a significant milestone in an individual’s life, with trust being the top priority for consumers. While many seek elevated lifestyles, designer homes, and premium amenities, the need for trust remains constant.
Recognising the uncertainty surrounding the home-buying journey, Godrej Properties aims to address this by simplifying real estate and educating consumers on what to consider at each stage. To convey this message, the brand introduced a nine-year-old character named Diya.
In the campaign's digital video, Diya represents today’s home buyers, reflecting their explorations, excitement, and concerns. The story follows her as she explores the real estate world, starting with her parents buying a Godrej home. While her parents trust the brand, Diya remains skeptical. Her journey to determine if Godrej can be her dream home is used by the brand to address common concerns of home buyers, reinforcing trust in the #WhereTrustResides campaign.
In just the first tranche of the campaign, Diya’s innocent curiosity has already garnered over 100 million views across social media platforms like Instagram, Facebook, YouTube, and LinkedIn.
Speaking about the campaign, Godrej Properties Ltd CMO Lalit Makhijani said, "At Godrej Properties, we recognize the significant impact that trust plays in the home-buying journey. Through #WhereTrustResides and Diya’s explorations, our objective is to create a platform that echoes home buyers’ voices to ensure a transparent and stress-free journey for them. This campaign resonates with our dedication to building enduring relationships with our homebuyers founded on trust and excellence.”
The build-up of the campaign began with videos showing various stakeholders at Godrej Properties preparing for Diya’s arrival. As curiosity grew about 'who Diya is,' a vending machine appeared on Friendship Day at various Godrej Properties locations across India. Diya interacted with 4,500 people from the Godrej community, sharing not only chocolates but also her thoughts about her Godrej home.
The next phase of the campaign will witness Diya exploring various aspects of the brand like quality, thoughtful design, sustainability, community building and more.
