CASE STUDY

With more than 33 years of presence, CRC has become a name that is synonymous to

Quality, Innovation & Reliability in in the sanitary ware industry. Chandgi Ram Real Estate

(CRC) has firmly established itself as a trusted name in India by delivering what is promised

and hence CRC took its concrete form in 2006.

About

About Sublimis

Strategically located in Sector 1, Greater Noida West, the homes in Sublimis are not just

built, but are judiciously fashioned with a vision that is larger than life. Designed by

renowned architect Hafeez Contractor, the project is perfect for individuals want to live a

life of comfort and opulence. It offers 2 & 3 BHK Apartments perfect for a small family.

How Flags Played The Role of a Marcom Agency?

As an integrated MARCOM agency, Flags took upon the complete exercise for CRC-Sublimis,to establish CRC as a parent brand which would further help to sell the project SUBLIMIS inthe market. As the brand was new, the brand needed to create a buzz in Market. Stepsfollowed were:

Flags has huge experience in real estate sector and hence got an edge.

TG was identified.

Consistently hammered the name of CRC as real estate developer in the minds

of the end consumer & Channel partners through different Mediums.

Absolute transparency around the Brand CRC was built from day one

Crafting customized marketing and communication strategies according to the

needs of the market and need of the sector

BRAND CRC

Flags Communications Role

Marketing & Advertising

Brand Management

Strategy

Initial Brand Challenges for CRC

Changing the outlook of a company which is completely transforming

its nature of business mid-way is not an easy task to do.

The brand had to be established as a serious player in real estate

Market!!!

The overall real estate market was doing bad.

CRC was a first time builder in NOIDA and was surrounded by large

number of finished inventories from major developers.

The Past Image of brand had made the challenge further difficult .

Brand owners were apprehensive of completely leaving the nature of

business as past.

BRAND BUZZ

• The buzz about brand CRC was created using 360 degree mediums likeprint , outdoor and Digital

• We managed to create a positioning where CRC came in competition withother people and the communication around brand CRC started.

• A subtle communication without advocating their nature of business in pastwas deliberately carried out.

3 decades of customer satisfaction

• This was communicated because CRC was in business of building materials andsanitary ware on a large scale since past 3 decades and they had high customersatisfaction index

Corporate Ad

Corporate Profile

Website

After creating buzz for the brand CRC. Project, Sublimis was launched with much enthusiasmand the bigger task was to create a space in the cluttered and skeptical market as Projectdidn’t have much USP's in the project

Project Launch: SUBLIMIS

Project identity was carefully made to support the project and the USP’s.

The project name SUBLIMIS had been derived from “Vir Heroicus Sublimis“

Vir Heroicus Sublimis is a 1951 painting by Barnett Newman, an American painter who was a

key part of the abstract expressionist movement. Vir Heroicus Sublimis—"Man, Heroic and

Sublime" in Latin.

The motif of project Identity is made out of ‘S’. It Signifies the lofty, grand, thought,

expression, or manner. 3 layers symbolizes artwork and craftsmanship which is there in the

real estate project.

B2C Communication

B2C communication is the most important work for any Projectdeveloper in their markets

It is important to draw the customers towards the project and to keepthe customers engaged through various communications.

After much deliberation we came to a conclusion that we want to beconnected with our customers lives and at the end of the day everyonewants to be happy.. Then came the brand positioning...

“HAPPINESS”

The project positioning was done in a manner that people felt happylooking at the communication and it gave them an assurance that we arehere to create happy spaces.

We never imposed any fancy offer or any forcible marketing tactics tosell the units.

B2C Communication

Customers were engaged using 360 degree mediums like print ,outdoor and Digital

We managed to create a positioning which was very different from the entiremarket

Happiness as a theme worked extremely well... the Theme continued for 18months with different-different campaigns according to seasons and festivals.

B2C Campaigns:

• Happiness has an Address

• This is IT !

• Celebrating Happiness

• The Key to Your HAPPY NEST

• Happiness is my Address !Yours Too?

• Our Promise- Good Time,Great smile !

B2B Communication

• B2B strategy for Sublimis had to be derived for channel partners

• A lot of activities for dealer network were done to push across the projectin the markets.

• Communication with channel partners had been established throughdifferent ideas and events.

• Unconventional Seminars were conducted to invoke the feeling in channelpartners that they are working with a corporate which has an expertise inthe sector.

• Through various communications, Flags imposed a belief that CRC iscreating a Happy Eco System where Customer Employees, Vendors,Business Partners, all will grow together.

B2B Communication

• Aggressive sales training programs were organized so that allthe stakeholders within the organization were in sync.

• Channel network was provided with all kind of marketingsupport.

Achievement/ Success Story

• Out of 840 units, 750 units sold out in 18 Months

• 90% of the project sold in 18 months which is a case study in itself for real estate

developer

• CRC has been able to make its mark from the project

FLAGS COMMUNICATIONS

is proud to be the curator of Successful story of CRC Sublimis…and the

fresh chapter is about to begin

THANK YOU

LET’S CONNECT @ 0931005585