MUMBAI:  XRBIA appears to have arrived at the mix of real estate marketing: affordable units, a fixed rate home loan at 7.25 per cent and an innovative outdoor media mix plan in Mumbai and Pune by Global Advertisers.

The OOH agency has succeeded in crafting a campaign to attract buyers and investors to XRBIA with Times Property being held from 27 to 30 November at BKC in Mumbai.

The campaign according to the agency has scored a number of firsts.  For example, no Pune-based builder has launched a campaign of this size in Mumbai, so far. The 7.25per cent fixed rate home loan being offered by India Bulls is also a first, as is the response that the campaign has attracted for the brand. The outdoor campaign in Mumbai and Pune was spread over seven days, and employed three distinct creative artworks.

XRBIA CMO Pradeep Iyengar said, “We had some big and bold ideas that needed urgent action. We trusted Global to coordinate and execute those ideas, and they did! We are very happy with the footfalls at the venue, and there are three more exciting days to go.”

The Eiffel Group (XRBIA) is based in Pune with realty footprints in Mumbai, Nagpur, Delhi and Bangalore with over 25 million sq. ft. of existing development and 119 million sq. ft. of planned projects.

Global Adverrtisers MD Sanjeev Gupta commented, “At our end we moved fast with our vendors, service providers and team members to ensure timely delivery. The results have been very heartening on the very first day. I am grateful to my team of marketers, media planners, vendors and all the people at XRBIA who made this happen.”