In celebration of 38 years of heritage, Ashwin Sheth launched the ‘Spot the Orange Dot’ campaign in Mumbai, conceptualized and strategized by one of the leading creative hotshops. Renowned in the luxury real estate sector in India, Ashwin Sheth unveiled its new logo both domestically and at the iconic Times Square in New York.
Created in collaboration with Chlorophyll, one of India’s premier brand consultancies, the new brand identity features the letters ‘A’ and ’S’ in perfect symmetry, symbolizing the group’s commitment to creating spaces that resonate with their valued stakeholders. The tagline, “Our world reflects your world,” captures the dedication to understanding and fulfilling customers’ desires, needs and aspirations.
The ‘Spot the Orange Dot’ campaign set Mumbai abuzz with its presence across OOH, DOOH, social media and digital platforms, all centred upon the distinctive Orange Dot. It was a teaser campaign that acted as a bridge between Ashwin Sheth’s previous logo and its use in their current logo as a nod to that legacy. Following this, the group introduced the ‘Ashwin Sheth 2.0’ version in both India and New York, along with phase II of the campaign, ‘Home of the Orange Dot,’ transitioning from the Orange Dot to the new logo & tagline.
Commenting on the campaign, Mr Sudarshan Banerjee, VP – Marketing at Ashwin Sheth said, I am thrilled to announce the launch of our new logo and campaign, both in India and on the international stage. We are proud to be the first real estate brand to launch our logo at Times Square, New York; it has received a positive response both locally as well as globally. This rebranding represents more than just a new identity, it signifies our dedication to crafting holistic lifestyles that truly reflect our customers’ essence. As we continue to innovate and expand, we are committed to delivering unparalleled value and exceptional experiences, solidifying our leadership in the real estate sector. In the first phase of the campaign, a site was created where users who spotted the orange dot could upload their find with just a scan & could invite their friends & family to vote for them, just search for #SpotTheOrangeDot. 15000+ users have already scanned & entered. This was picked up by many influencers & created a buzz”.
Mr Bhavik Bhandari, Chief Sales and Marketing Officer (CSMO) at Ashwin Sheth, stated, “I am thrilled to introduce Ashwin Sheth 2.0 both in India and globally. We’ve collaborated with top-tier brand partners to launch our campaign and the feedback has been overwhelmingly positive”.
Mr Banerjee further added, “I am excited to introduce phase two of the campaign, Home of the Orange Dot. The city of Mumbai is again buzzing with our presence and it feels good to receive praise & comments from friends, well-wishers & industry stalwarts. This phase of the campaign will also be multi-channel & high-decibel, using Print, PR, OOH & DOOH plus Digital & social media. We have also partnered with Uber & Ola cabs and the Swiggy app to feature our new logo, ensuring widespread curiosity & visibility”.
