KALPATARU OCEANA | ULTRA LUXURY LAUNCH

From a pin on the map to the ultimate experience of Private Living. Kalpataru Oceana is located in Prabhadevi, which is a newer part of South Mumbai just north of Worli. This means it is less dense and better planned than the crowded commercial hotspots of Worli and Lower Parel, while still being close by.

The name Kalpataru Oceana is inspired by the Prabhadevi beach, which is just a 2 minute walk away giving you panoramic views of the Mahim Bay and iconic Bandra-Worli Sea Link from your private balcony. The positioning statement “Your Private World” is inspired by the tower’s One Residence Per Floor configuration. Everything from the paper used in the Brochure to the videos played at the sales lounge to the exclusive invites sent to our legacy customers, were thoughtfully chosen to deliver an ultra-luxurious experience at every customer touchpoint. The most motivating part of the whole process was achieving the first sale, which broke the record of the highest square-foot rate for any Kalpataru project at the time, truly signifying our presence in the luxury space!

KALPATARU PRIVÉ | THE ARCHITECT OF LUXURY

How a chance encounter with a world-renowned architect resulted in a wholesome marketing collateral for The Pinnacle Address. Kalpataru Privé is located on Altamount Road: Mumbai’s Billionaires’ Row, just a stone’s throw away from the home of a Mr. Mukesh Ambani. The Architect of Kalpataru Privé, Mr. Hans Brouwer, was visiting Mumbai for a day and I was introduced to him by the project’s commercial head. I requested around 20 minutes of his time and recorded a quick interview with him using my phone’s voice notes before he headed back to Singapore. That interview formed the basis of a shoot that was planned in Mumbai and shot in Bangkok to become a defining part of the pitch for Kalpataru Privé. In the interview, Mr. Brouwer talks about how he crafted Kalpataru Privé as an “island of quietude” within the 24x7 city of Mumbai.

Saudi Arabia Launch

We launched in Saudi Arabia with Helpling’s first Arabic marketing campaign. Local Saudi’s are the largest market segment and Arabic is their preferred language. Local laws regarding women meant our ads featured a cleaner with her head and neck covered.

During our digital marketing campaigns on Facebook, Instagram and Snapchat, A/B testing and data analytics revealed that our ads targeting women performed much better which suggested that they were the primary decision makers regarding household affairs. This data helped us optimize our targeting for future campaigns.

The success of this campaign allowed us to nearly double our business volume through new market expansion.

BRIDGE BANNER

A Bridge Banner, as the name suggests, is a large advertising banner mounted on a freeway overpass and is visible to traffic passing below it. To boost brand awareness, Helpling placed a bridge banner on the most prestigious and popular highway in Dubai, Sheikh Zayed Road.

The banner is long, narrow, and drivers have limited time to take in the information. After 30+ iterations we finalized the design. Each element had a clear purpose: Bright green grabs attention, diagonal lines draw your eye to Helpling.ae, the brand & booking website; “Book UAE’s Best Cleaners” in English & Arabic; app store logos and smartphone cut out, indicate our tech-presence; and finally our official google rating of 4.8/5.

Campaign resulted in the highest number of bookings in the month of May, an increase in site traffic and a fall in our average digital customer acquisition costs.

Falling Objects Campaign

Instagram Story ads were rolled out in 2017 and were relatively cheap at the beginning. To take advantage of this, we developed, produced, and launched the Falling Objects campaign. We blended Helpling’s clean brand image, the white background, with a colorful Instagram aesthetic, the falling objects. This ensured the ad appeared less ad-like to users cycling through their feed and it would hold their attention longer.

The successful campaign reduced our Customer Acquisition Cost by 30% and was later adapted for the divisions in France, Germany and the Netherlands.

Valentine’s Day - 69 Campaign

The home services market in the UAE is very competitive with several players competing for market share. Helpling rolled out the 69 campaign during Valentine’s Day in order to stand out in an increasingly crowded marketplace. Coupled with quirky responses to comments, the campaign stuck a chord with Dubai residents resulting in a lot of organic reach on Instagram, Facebook and even the Dubai Reddit thread.

The campaign resulted in several conversions with a customer acquisition cost lower than other previous campaigns.

LOGO MODERNIZATION

The first Beacon Logo was created in 2014 and as the business matured it was time for the logo to mature too. We maintained the power meter imagery and took inspiration from the ‘Omega’ symbol for electrical resistance. The logo was modernized by flattening it and making it monochrome. This made the logo easier to identify when it’s used in different contexts.

PRODUCT LINE CONSOLIDATION

In its early start-up stage, Beacon experimented with over 20 unique product lines in a bid to satisfy as many customers as possible. This approach led to both internal and external confusion which affected sales. To solve this, we simplified the product portfolio to the 5 bestselling product lines, and consolidated the remaining goods & services into a broad process called MARS.

Clients praised the quality of the new marketing materials and the brand image was elevated. Revenue doubled in the subsequent year.

SALES FUNNEL MANAGEMENT

Rohit built a cloud-based multi-user platform to streamline the efforts of different sales team members as they pursued leads from acquisition to closure. Each user has their own prospect list which only they can edit, but all users can view each other’s lists to improve collaboration and coordination. A shared dashboard consolidates all the users’ data and allows real-time tracking of proposal values and statuses.

This platform reduced the time wasted communicating and manually consolidating the sales leads by over 50%, allowing more leads to be prioritized and pursued more effectively, leading to an increase in revenue and accountability after implementation.

Bringing a 15-year-old Hollywood talent agency, representing actors (male & female), into the 21st century. Designed and built their first website with a complete client list, set up a company Facebook page and started a database to track clients’ social media presence and more.

Tracking our actors’ social media presence gave the agents an additional selling points when pitching to TV & Film casting offices with the potential of boosting earnings. Launching the front-facing website with our client-list, opened the door for casting offices to reach out directly to us if our actor was suitable for their role along with the traditional approach of the agents pitching.