Century Real Estate Launches 360-Degree Campaign “New You” Targeting Millennial Homebuyers

One of India’s leading real estate brands, Century Real Estate, has launched a fresh new campaign targeting millennials titled ‘THE NEW YOU’ for their latest project ‘, Codename New You’. This campaign attempts to disrupt traditional marketing communication in the real estate industry with the use of vibrant visual elements, upbeat music, and a new-age media mix. 

Until now, real estate brands tailored their communication to appeal to the middle-aged customer segment, and millennials were largely disregarded as potential homebuyers, despite their rising participation in the workforce and increased spending power. Century Real Estate identified this opportunity early on and curated a new project, ‘Codename New You,’ with a one-of-a-kind marketing campaign to resonate with this target audience. 

Considering the shift in audience, the media mix of the campaign explores different platforms that most real estate brands have not ventured much into before. There is extensive usage of digital media, with some high-impact traditional media also in the mix. While the campaign will be amplified across Meta, Google, Youtube, and other Digital channels, mobile apps, in particular, such as Paytm, InShorts, and MyGate, are other advertising properties that have been utilized, as these are popular among the millennials. 

Century Real Estate has adopted an innovative approach while utilizing traditional media as well. Century Codename New You, with its new-age take on marketing communications, is garnering significant interest among homebuyers and realty professionals with this fresh campaign and is on course to be one of the most disruptive campaigns in the real estate marketing space in recent times. 

Click the link to watch the campaign video: https://bit.ly/NewYouMedia

Commenting on the shift in the target audience, Director - Sales, Marketing & CRM of Century Real Estate, Maninder Chhabra, said, “India is one of the youngest nations in the world with more than 400 million strong millennials who have a collective spending power of about $330 billion. As a modern real estate brand, Century Real Estate has its ears to the ground and is in pursuit of coming up with innovative offerings that suit changing tastes. In line with this, ‘Codename NEW YOU’ from our stable is a customized real estate offering for millennials. The campaign not only showcases the tastes and style of millennials but is an extension of their persona itself.” 

Commenting on the new branding initiatives, the Head of Marketing at Century Real Estate, Vikas Nair, said, “ The purpose of the campaign was to package real estate for the millennials, and the only way to do that was by disrupting the traditional norms of real estate marketing. We moved away from showing concrete structures, rendered views, or even stock images of happy families based on the insight that these visuals did not appeal much to younger buyers. Our vision was to capture the buzz & energy that defines the millennial generation using vibrant colors, modern typefaces, crisp copies, and expressive personas.”