Our client B.C. Mungali & Sons Developers Pvt. Ltd.(BCMS) had the expertise and vision to build premier Luxury wooden cottages in lower Himalayan belt of Uttrakhand. No Formulae was engaged as the Strategic Brand Partners in the project.

Since BCMS was doing something different , that had never been introduced to the market we brainstormed to a unique mix of strategies that  helped  the client position his offering amongst the right audience.
The offering here were 14 fully-furnished luxury cottages,buit by a Canadian builder with all imported materials.The artitecture and material was identical to what is used in North-American homes.Such an offering was something which was completely new to our target market.

Research

Understanding the conusmer well happens to be the first step in designing.We narrowed down on our probable consumer on the variables of income group,lifestlye,education and exposure.Next  we did a persona mapping where we got insights into our customer's aspirations and expectations.As value is a function of expectations to performance, it was essential to understand the expectations and fine tune our offering’s performance to achieve high value.We also studied the buying behavior in relation to real estate,holidays and high end luxury products.

Formulating the Brand Values

In the next step we brought out and finalized the brand values of BCMS.The different keywords describing the brand came out in a number of ways ranging from discussions with BCMS, study of the product ecology, lifestyle of the prospective consumer, other high end luxurious brands ,the location of the property and the culture and environment of the place.

Brand Communication

From the Brand values which were finalized for BCMS we went to brand strategy and communication.We wanted to pakage our offering in such a way that each and every element of the offering talks about Luxury,Exclusivity and Quality.

The Name

The property was located in a hill facing a lake which abounds in lotuses. We married the element of the lotus, the cultural and philosophical significance it holds with the Luxury and Exclusivity being offered and came out with the name - Kamlayan ( pronounced as come- la-yun).The word came out from a synthesis of Kamla which means Laxmi,the Hindu Goddess of wealth and Ayan, which means home.
Taken literally the word translates to the “Adobe of Laxmi”.

An appropriate visual identity was developed for Kamlayan.The curves and flow of the type depict Exclusivity and Harmony.The soft fluid curves are also a representation of a lotus in the lake.

Online Presence

We made the website for Kamlayan keeping the Brand values and the offering in mind.We wanted the website to convey the Brand syncrounously.The following are the screeonshots from the Kamlayan website. (http://www.bcmsdevelopers.com)

Marketing

Kamlayan was a niche market product for a select audience for which we developed a viral marketing strategy.
The Kamlayan Brochures were made like coffee table books to give the feel of luxury and be talked about, also smart take-aways were incorportaed in theese Brochures which the reader would share with others.

It was a wonderful opportunity for us to work in a high end,real-estate project and has certainly made us a few steps wiser in this field.