Donald Joshi is a middle-class man promoting JP Infra’s new project

Lately, Donald Joshi created curiosity in the Mumbai market by displaying his extravagant dreams coming true on king-size hoardings. The quirky campaign was crafted by JP Infra to promote its new project called 'Codename Now or Never' offering a wholesome and luxurious lifestyle tailored to nourish physical as well as spiritual well-being located on Mira Road. The campaign, designed by Alchemist Marketing Solutions agency, was aimed to stand out from other real estate promotions which are primarily adorned with stock images. However, the agency and the brand duo ideated to build a character which is relatable with the name and his dreams.

A multimedia campaign also included OOH medium to create a recall for the project and build higher impact. The campaign was deployed across Mahim to Chakala stretch targeting Western suburban to Virar to Mira road especially targeting the middle-class audience that bank upon their investments/savings to fulfil their wishes.

The campaign was launched in two phases. First, a teaser campaign was rolled out with interesting copies talking about the dreams of Donald Joshi such as ‘Donald Joshi is flying to London’ or ‘Donald Joshi brought a solitaire for wife’ along with a message ‘Watch this space to know how’. Following to that, the unveil campaign spoke that how he did that where the brand gave a simple reason that ‘All because Donald Joshi saved 15 lacs by investing their economical property project’.

The intriguing campaign got an overwhelming response to the brand where 200 calls were generated for enquiry.