Propaganda India on boards Embassy Springs and Embassy Edge

Propaganda India, the Bengaluru based independent creative agency, announced its acquisition of the digital creative mandate for Embassy Springs in Bengaluru.

Embassy Group has embarked on a new smart lifestyle project with Embassy Edge, an integral part of Embassy Springs — the city’s biggest and best-planned, self-sustained community. With this, Embassy Group has entered into a new housing segment after making its mark in the luxury category of properties. These smart homes will be Alexa-enabled and come preinstalled with an Amazon Echo device.

While the Embassy Group is one of the most prestigious and established real estate brands in Bengaluru, the project caters to a consumer persona that is defined, new age and digitally led. Commenting on the selection of their communication partner, Reeza Sebastian Karimpanal, President - Residential Business, Embassy Group, said, “Over the years the Embassy Group has built a strong Brand association with consumers for quality construction, pricing, well thought out amenities and timely delivery. We have also been on the forefront to keep pace with the fast-evolving aspirations of the millennial audience, who are looking for a rich living experience that includes recreation, community and wellness. At Embassy Springs and Embassy Edge, we have brought these key aspects to life with an Integrated Township that will provide a city within a city for our home buyers. We partnered with Propaganda India for innovative digital strategies and creatives that have to make a touching influence on this new budding segment of home buyers. We are very happy to be working with a partner that understands our ethos and our commitment to long term customer relationships.”

Propaganda India was chosen from amongst a host of agencies, who were evaluated on their innate understanding and capabilities to market a product which is targeted to a new-age digitally-led audience. Their experience working on mid to large scale consumer focused campaigns has prepped Propaganda India to put the consumer at the centre of the adoption journey. Priya Jayaraman, Founder & CEO, Propaganda India, while explaining their approach to the pitch said, “When we saw Embassy Springs, we were so awestruck by the size and thoughtfulness in the project and the numerous details and features that went into the making of it. Our pitch mirrored a millennials life and lifestyle and connected it right back to an aspect of Embassy Springs that they could relate to. Millennials are experience seekers, and if your home offers you the ability to give you an experience of a lifetime, what better way to market it? Being early propagators of digital thinking for brands also put us in a comfort zone, so we could showcase our thinking in the right digital mediums.”

Propaganda India, one of earliest digital-first creative agencies in India works with clients such as Max Life Insurance, Max Healthcare, Andhra Pradesh Tourism, Future Retail, Future Consumer, Intuit QuickBooks, Amazon India, ESPN India, Google India.

The agency is currently working on reimagining the online experience for the Embassy Springs and Embassy Edge customers by redesigning the website and rehashing the customer journey on their social media platforms.