Kalpataru Limited, the flagship real estate company of the Kalpataru Group of companies, is one of the leading real estate development groups in India. The company wanted to optimize its digital channel to strengthen its position as industry leaders that thoughtfully design high-quality, innovative lifespaces.
The interactive marketing initiative was to serve as a touch-point for customers to reach the brand and act as a sales tool for the Kalpataru team to talk to their customers and showcase properties.
To capture the essence of Kalpataru as a brand, we conceptualized a new positioning under the proposition - 'Spaces that think' - three words that encapsulated the meticulous thought that Kalpataru puts into designing its life-spaces.
Taking inspiration from the offline intelligence and intuitiveness, we designed all aspects of the website around 'Spaces that think' - right from navigation, interaction, presentation and content. We identified the three main pillars of Kalpataru – design, experience and environment, and built the website to showcase each one of these in detail – both via imagery and copy. Just like Kalpataru's exquisitely crafted living spaces, the simple, sophisticated interface took cues from natural human interactions.
The 'Spaces That Think' website successfully encapsulated all of Kalpataru's values - path-breaking innovation, outstanding design and superlative execution. The cutting-edge user experience was a clear reflection of Kalpataru's superior living experiences.
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