Karamchand Prop.
Karamchand Properties, led by Mr. Bimal Arya, is developing Karamchand Greens, a premium plotted development in Nagpur's upcoming elite area. Mr. Arya's vision emphasized rolling greenery, calmness, and preserving nature. Lume handled the print, digital, and outdoor launch, shaping a narrative that contrasted city life's chaos with the serenity of Karamchand Greens. Campaigns blended Hindi and English, using thought-provoking messaging to highlight green open spaces as a luxury in urban life.
On site at Karamchand Greens sits a 100 year old Tamarind tree. Lore has it that it was once a popular spot for people in the local community. Many a conversations were had under the shade of this old tree, make-do swing sets were hung, and many a people delighted in the sweet and sour tamarind, also known as imli. It has seen a few small weddings, witnessed quiet moments of introspection and heard many a life story. Its legacy is worth preserving. This is why, Karamchand Properties has taken due care and attention to preserve this beautiful old tree. It is their poster boy and the inspiration behind the clubhouse at Karamchand Greens, Imli Bagh Club.
The entrance to Karamchand Greens was designed to be more than just an entryway - it had to be a symbol of the community's ethos. Drawing inspiration from the Karamchand Greens logo, Lume incorporated its distinctive leaf motif into the gate's structure, seamlessly blending natural elements with modern design. The gate's flowing lines and organic forms mirrored the landscape within, subtly reinforcing the project's commitment to preserving green spaces.
The underlying thought behind the campaign was simple: Karamchand Greens is the answer to every homeowner's search for the perfect home. It offered an all-in-one solution - a serene retreat with modern comforts, seamlessly blending nature and luxury.
Each ad, written in conversational Hindi, addressed a specific homeowner's search, presenting Karamchand Greens as the solution - whether it was the Imli Bagh Club for relaxation, a cutting-edge gym for fitness, a green haven in the heart of the city, or seamless connectivity for convenience.
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