India is on the move and what could be its greatest advantage is the size of its young population. A factor so long pitted as a major down pull for the economy. Truth is, a growing population can be a source of rich dividend provided its potential is harnessed. For that to happen, India needs thriving cities with cutting edge infrastructure.
India’s urban population registered a mercurial rise from 1971-2012 with the latest figures projected to be 1100 million. It has been predicted that by 2030, our cities will be home to 800 million people. Which means 70% of India’s total population will live in cities.
To accommodate the demands of an urban expansion of such a speed, Xrbia’s mission is to build a ‘100 new cities by 2030”.
XRBIA, a derivative of the word ‘ex·ur·bi·a’ means the region beyond the suburbs. The brand is positioned to connote modernity and a new life.
We will infuse technology within modern architecture to create cities that standshoulders above the rest of the world.
The objective is to make available every modern convenience, from wider avenues to the best of infrastructural, educational and healthcare facilities.
Technology will plant Xrbia’s trees, pave its roads, purify its water and treat its waste. All of this while maintaining the sanctity of the environment.
But perhaps the most significant element on Xrbia’s map will be its vast open spaces, designed keeping in mind the claustrophobic lives we otherwise spend. Xrbia was launched as a 2-phase campaign. The approach was to have a 360 degree campaign to reach the target audience and create maximum retention of the brand name.
A tourism campaign was build around ‘Xrbia, Visa on Arrival’ where the audience was invited to visit a new country, their dream holiday destination.
TV, Print, Radio & Digital mediums were used to promote the Brand as a tourism destination and position Xrbia as an idyllic country.
This stirred tremendous excitement in the audience, increasing our Facebook likes to 27k in 3 days. Questions like ‘what is the AITA number of the airport, where is Xrbia on the map, how can I get there, can I apply for a job’ were raised increasing interest in our target audience. Facebook had a tourism destination centric content strategy where we engaged users with tidbits about the country’s cultural nuances including its culinary habits, lively nightlife, penchant for cafes etc. There were more than 4 million page views and 1.3 million unique visitors on the Facebook page.
Our TV and print campaign lasted for a week with a special focus on news channels and business oriented newspapers.
On the Radio, we had contests running for 3 days on different aspects of the Xrbian Life – food, music, nightlife etc. where people participated to win vouchers if they could guess correctly amongst the options given.
We had Ads running on Travel portals like Make My Trip & Yatra, mass reach portals like Yahoo, Google, Youtube and Facebook amongst others. The Integrated campaign also included a job advert on www.Naukri.com, a Wikipedia page on Xrbia, a Twitter handle, a Youtube page, SMS campaign and a complete tourism website with the Xrbia jingle playing in the background.