How Godrej Properties Celebrates 1 lakh Customers with the 'Laakhon Mein Ek' Campaign

As Godrej Properties celebrates the significant milestone of selling 1,00,000 homes, the brand has launched the 'Laakhon Mein Ek' campaign to highlight gratitude, trust, and long-term customer relationships. In an exclusive conversation with Adgully, Sukant Somani, Head of Marketing and Direct Sales at Godrej Properties, shares insights into the campaign's inspiration and the company's evolving marketing strategy in the post-pandemic real estate landscape.

The 'Laakhon Mein Ek' campaign is a heartfelt tribute to the 1,00,000 families who have chosen Godrej Properties as their home. The company's purpose is to create spaces that enable everyday joys for its customers. By gifting a fully owned home, Godrej Properties aims to celebrate this milestone in a meaningful way, aligning with their core values of purpose, empathy, and integrity.

Sukant Somani explains, 'The genesis of 'Laakhon Mein Ek' comes directly from our purpose — we exist to create spaces that enable everyday joys for our customers. Recently, we crossed the milestone of 1,00,000 families choosing to buy a Godrej home. We wanted to celebrate this moment and express our gratitude for the continued trust people have placed in the brand.'

Godrej Properties' marketing strategy operates on two levels: brand and project. At the brand level, the focus is on ensuring that consumers prefer Godrej Properties as the brand of choice. This involves building brand equity through well-designed, sustainable homes in prime locations at competitive price points. At the project level, the approach is more targeted, leveraging digital media to drive awareness and conversions within a 6-7 square kilometre radius of a project.

Post-COVID, the media mix has shifted significantly towards digital and outdoor advertising. Digital performance and outdoor hoardings now command a significant share of marketing investments. 'Earlier, we had a strong concentration in traditional print. Today, the majority of our spends are in digital, primarily performance-driven. Outdoor hoardings remain strong due to the hyperlocal nature of the category,' Somani notes.

The 'Laakhon Mein Ek' initiative is not just a marketing campaign; it is an experiential celebration of trust. Real estate is an emotional category, involving joy, aspiration, and significant financial commitment. Godrej Properties already conducts deeply emotional on-ground initiatives such as 'Shubharambh,' where they physically hand over keys to homeowners and conduct 'grah pravesh pooja.' These high-emotion moments are part of a continuous engagement process that includes site visits, construction progress updates, and connections with interior designers and bankers.

Sustained brand campaigns are crucial in real estate, where purchases are infrequent but word-of-mouth plays a significant role. Around 13-15% of Godrej Properties' sales come from referrals and loyalty. 'While home buying may seem like a one-time purchase, around 13–15% of our sales come from referral and loyalty, and that number is growing. We run a structured program called 'Godrej Ambassador' to strengthen this vertical. Maintaining credibility is critical in an industry often perceived as having a trust deficit,' Somani emphasizes.

The campaign includes gifting a fully owned home to one customer, selected through a robust process with clear criteria. The Naina family from Nerul, Navi Mumbai, was chosen for this gesture of gratitude. 'The home is located at Godrej City, Panvel. It was not positioned as a contest or lottery, but as a symbolic gesture of gratitude toward the families who built this journey with us,' Somani explains.

Content creators and influencers play an increasingly important role in real estate marketing. Godrej Properties collaborates with influencers who align with their brand values, ensuring a strong fit. 'The principle is simple brands must be present where consumers spend time. If earlier that medium was television, today platforms like Instagram and YouTube command significant attention. However, brand fit is critical. We do not select influencers purely on reach or engagement metrics,' Somani concludes.

Godrej Properties' 'Laakhon Mein Ek' campaign is a testament to the company's commitment to building long-term relationships and trust with its customers. As the real estate market continues to evolve, Godrej Properties remains focused on creating joyful, aspirational spaces that stand the test of time.