Real estate ads. Groan. You can spot them from a mile. Of late most of them follow a format – highlight the location & features, wean away the riff-raff by talking about the price (Rs. 3 crores only) and promise every amenity under the sun. The corporate ads from such real estate brands too highlight their success stories & projects. In that context, it was refreshing to see these set of ads for Rustomjee, the Mumbai based real estate brand.
The concept of associating the brand with Parsi New Year and taking a light hearted approach to the community’s heritage, culture and quirks (‘No Parsi mother has ever said ‘Dikra its time to get your own house’) really stands out.