The Baya – Highlife Homes
The Brief
The Baya - Highlife Homes is a 1 & 2 BHK residential project in Dadar, Mumbai, launched by a new brand with no prior market recognition. Premium pricing for compact unit sizes and low footfall in the early launch phase meant the campaign had to build both trust and urgency in a short 4-month window.
“As a new brand, we weren't just selling homes — we were selling trust, from day one.”
The Challenge
01 ·
1) Premium pricing for compact 1 & 2 BHK units, a tough sell without strong perceived value
2) Low footfall and walk-ins during the early launch phase
3) New brand with no prior market recognition or trust
4) Limited launch window of just 4 months to establish momentum
Our Approach
1) Fresh creative approach built specifically for aspirational, first-time and upgrade buyers
2) Highlighted Dadar's central location and strong connectivity as a key value driver
3) Emphasized lifestyle appeal and long-term investment value to justify premium pricing
4) Ran multi-platform campaigns with precise targeting to maximize a short launch window
Campaign Proof
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