Roma Branding
Lifting one of Varanasi's oldest developers without losing the local audience the brand was built on.
The Brand
Roma Builders is one of the oldest real estate developers in Varanasi. At Winning Pixels we undertook a project to uplift the brand while keeping it in touch with the taste and sentiments of the local audience.
The Subject
Varanasi is among the oldest continuously inhabited cities in the world, and
property there has always been a different proposition from property elsewhere.
The old city is dense, ancient and constrained; land near the ghats carries
religious as much as commercial value; and the buyer is frequently a family that
has been in the city for generations and holds strong views about what belongs
in it.
The last decade has put that market under unusual pressure. The Kashi Vishwanath
Dham corridor, opened in December 2021, cleared and rebuilt a large area around
the temple, and the infrastructure programme around it — roads, the airport, the
riverfront — has changed both what the city looks like and who is buying in it.
For a developer that has been in Varanasi for decades, the question that raises
is a brand question before it is a construction one: how to read as current to
arriving buyers without reading as an outsider to the people already there.
How We Are Making It
The engagement has involved redesigning Roma Builders' office space, its company profile and its advertisements.
