Address: Amalanand Bungalow, Plot No. 14 Survey No. 3023/14 Bhambhurda, Mangalwadi Society S B Road, Haveli, Pune, Maharashtra 411016
Email ID: contact@3dotsdesign.in
Tel: +91 9511696411 / +91 20 2566 5266
Get in touch with us!
Get in touch with us!
Address: Amalanand Bungalow, Plot No. 14 Survey No. 3023/14 Bhambhurda, Mangalwadi Society S B Road, Haveli, Pune, Maharashtra 411016
Email ID: contact@3dotsdesign.in
Tel: +91 9511696411 / +91 20 2566 5266
Client
Ram India Group
Industry
Real Estate
Year
2026
We need walk-ins.
That was the brief. RAM India Group was launching 1 and 2 BHK homes on Hadapsar Link Road, near SP Infocity. The location had no shortage of established developers, and the bigger names naturally came with greater recall. RAM India needed to get more prospective homebuyers through the door.
Brand Strategy
PRINT Media
Visual Designing
Brand Guidelines
Advertising
The product could compete. The brand recall couldn't.
RAM India was up against developers whose names felt more familiar, and therefore safer, to buyers. It wasn't necessarily a product problem. It was a perception problem. When you're making one of the biggest financial decisions of your life, familiarity can feel like a shortcut to confidence.
So we asked a simple question.
What if buyers stopped choosing a builder by name and started comparing what they actually got?
A homebuyer doesn't really need another builder telling them they're better. They need a better way to decide. So instead of asking people to trust RAM India over a more familiar name, we gave them a way to test the proposition for themselves.
Essentially asking the homebuyer to wisen up, question.
We created the Home IQ Test, and built the smallest medium in the plan to carry it. A simple paper insert, handed to buyers while they were weighing their options, doing the one job a bigger, louder medium usually claims for itself.
One side is the hook. A couple, mid-thought, on a stairwell, under the line:
The other side is where the real work happens. A 25-point checklist covering the home, the community, the location & the numbers. Three columns sit blank, for whichever projects the buyer is already considering. One column, Codename BeWise, comes filled in. We never claimed the competition falls short. We just left those columns empty and let the buyer notice. We took the same thought onto billboards next. Same couple, same line, but anchored this time to one concrete fact instead of a feeling: a 2 BHK with two balconies. The media plan is almost as much a part of this story as the idea.
No TV. No press. The insert reached buyers while they were still deciding. Outdoor put the same question into the wider consideration set. For a brand with less recognition than its rivals, that's a narrow bet, and one we made on purpose.
The Home IQ Test has been running since 26 August, with 100 to 125 walk-ins a week and 110 enquiries logged so far.
100–125
WEEKLY WALK-INS
110
TOKENS BOOKED
SINCE 26 AUGUST
CAMPAIGN LIVE
The numbers gave us the immediate answer. The idea was getting people through the door.
A walk-in is a single visit. The more interesting opportunity was what the checklist could do to the conversation that followed. The Home IQ Test wasn't just designed to get someone through the door. It was designed to change how they evaluated the decision once they got there: with a checklist in hand instead of a name in mind. The buyer could ask more questions. Compare more objectively. And arrive at a decision based on what they were actually getting. That's the second job the Home IQ Test was quietly doing.
The first was getting people into the sales office. The second was making the decision clearer once they got there.
RAM India didn't need to out-shout the bigger names.
They needed to give buyers a reason to stop choosing by name.
And sometimes, the smartest way to make a brand more convincing is to give the buyer the tools to convince themselves.
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