‘The Capital’ is one of Mumbai’s landmark commercial projects developed by the Wadhwa Group in the CBD of Bandra-Kurla Complex.

By the end of 2012, it was clear that the collapse of Wall Street in 2008 had finally started taking a toll on the Indian economy.

The market for commercial property was affected and rental incomes were going down.

At a time like this, the Wadhwa Group decided to sell the last remaining 4 lakh square feet of space or so left unsold in ‘The Capital’. Liquidity was more important than an uncertain rental income.

Tailor helped the client position the project as an iconic building, whose desirability and value as an address would only increase over time.

A high impact ATL and BTL campaign was conceptualized by Tailor that included a total of 20 strategically placed and prominent hoardings in Mumbai and two newspaper full page ads. This worked in tandem with a highly persuasive BTL campaign to generate purchase intention.

Such was the power of the communication campaign that the client could generate a strong pipeline for sales and justify price premium, in less than two months of advertising.

By the end of March 2013, the project was as good as sold. More importantly, by putting more value into each creative, Tailor had ensured the client derived greater impact per OTS and could thereby save crores of rupees on repeat media releases.