TATA HOUSING LAUNCHES ‘HAPPY 74’ INDEPENDENCE MONTH CAMPAIGN

 Celebrating 74 years of Independence, Tata Housing is offering 74% savings on Stamp Duty with ‘Happy 74’ Campaign across 16 projects in India

by Shrutee K 

July 2021, National: Tata Housing Development Company (THDC), one of the leading real estate development companies in India, announced its plan of launching ‘Happy 74’, a national campaign celebrating Independence applicable on 16 projects across India. Designed keeping in mind the requirements of homebuyers amid the second wave of the pandemic, ‘Happy 74’ is an offer-led Independence month campaign to showcase Tata Housing’s Ready-To-Move-In (RTMI) and under construction apartments across the country.  Applicable for a limited period from 22^nd July to 30^th August 2021, the campaign is being launched to provide financial assistance to homebuyers and enable their dream to independently buy their own home, making Independence Day festivities brighter.

The campaign ‘Happy 74’ will enable homebuyers to celebrate the 74^th Independence Day by offering 74% savings on Stamp Duty across India and Pay just 10% now, 90% in Jan 2022 in select projects, ranging from Rs. 20 Lakhs to Rs. 5 Cr.  The scheme allows customers the benefit of receiving a rebate on 74% stamp duty paid during registration as a part of their final installment In addition to this the Pay just 10% now, 90% in Jan 2022 will allow customers to pay 10% now, register their property and pay the rest in Jan 2022 allowing them ease of payment in select RTMI and under construction projects.

The campaign was designed by the Company to address the rising need for customers to upgrade their homes even during the trying times of the COVID- 19 pandemic. It was launched through a DigiMeet held with channel partners from across the nation and international markets like US, UK, UAE & Australia held on 22^nd July 2021.

Speaking on the launch of this campaign, Mr. Sanjay Dutt, MD & CEO, Tata Realty & Infrastructure Limited said, “Homes & wellness is at the center of our lives especially due to the hybrid workplace environment. We take pride in understanding the needs of our customers and right now they are seeking to upgrade their residences and improve their lifestyle, physical and emotional wellness through breathable and spacious houses to ease their quarantined lives. On the occasion of India completing 74 years of independence, we are trying to empower homebuyers to become independent through lesser financial burden and move towards their dream of owning a home. We are confident that this initiative will be well appreciated among the domestic and NRI homebuyers. As a buyer you will also be part of being a responsible citizen towards environment because Tata Housing developments is building green buildings. We are a responsible developer building “Responsible Real Estate.”

Mr. Sarthak Seth, Chief Marketing Officer, Tata Realty & Infrastructure Limited, shared that, “As India ushers in celebrations for its Independence Day, we are encouraging homebuyers to feel free and independently own their dream abodes. To commemorate this 74th year of Independence, we are launching ‘Happy 74’ campaign that offers 74% savings on Stamp Duty along with flexible payment option to homebuyers in select projects. This campaign is based on the insight that people are looking for discounts considering certain state governments like Maharashtra and Karnataka have reinstated the stamp duty to 5-6% from 3% during the discounted period.

From a communication standpoint in the new normal, Marketing Campaigns need to be Contextual, Empathetic and Purpose Driven. The pandemic-induced lockdowns brought everything to a standstill, making it crucial to reimagine the prevailing distribution channels in an industry that is predominated by f2f relationships. Considering that the average screen time of people have been on the rise as they spend more time indoors, marketers need to adopt a digital-first strategy.

So far, we have received a great response for similar consumer-centric campaigns introduced throughout the lockdown and that made us seek additional ways of assisting our homebuyers. To showcase our customer centricity, our approach is to increase our spends on digital and amplifying the special campaign as we can reach out to prospective homebuyers across urban and semi-urban markets through a mix of traditional channels like outdoors and events and digital channels.”