Tag Archives: IGBC

BCIL’s media campaign well on way

AWARD HOARDING CURVED-01It has been a quiet start, nothing avert and brash. There is dignity in the messages that the hoardings have carried. There are a dozen hoardings in the city today, all of them beyond the noise and decibel of the standard sets of ads that the builder tribe usually puts up.

BCIL continues to bet on the goodness and the good sensibility of people out there in the market. We believe that there are enough people who care and who want to buy responsibly. Like an ad that I recently saw of another company, they don’t just want to feel good about buying but also want to feel good about having done some good to the community, to the city, and the planet at large.

The media campaign has taken more avenues with clearly only one direction: secure discerning brand visibility, get people to know about us.

Believing is important. But seen to be believing is equally important in a world that has such short attention spans that recall has to be nudged often in the public space.

Amir Roy, cmo, has spent enough time to understand what he needs to put out on the website. His biggest challenge was that there was so much to be said, so much as material that already exists. The messages had to convey the deep conviction and the sense of extraordinary concern on sustainability that our writings have carried. Yet it had to be relating to the customer in terms of what the benefits would be.

Dear reader, you are one of those who have related powerfully to these values that BCIL talks about as a thought leader. You have respected us as a thought leader but have often wondered why we have not secured greater commercial success than we have so far. The national chairman of the IGBC had this to say at a meeting recently, “the extraordinary talent and services and products that you have should be reaching at least 100,000 more people than you are actually now reaching.”

A ZED resident and senior director at a big firm told us recently, “The values and extraordinary capability that resides within BCIL’s top-end professionals should put the company in the top bracket very soon. You only have to get your act on execution together.”

We have missed many things. We have dropped many balls. We have not delivered to many customers. We continue to be transactional when we ought to be relational, but we are aware of it and we are working on it.

We will make a difference in the way that the website will communicate; in the way that we will communicate to our customers; in the way that we will communicate within BCIL among every soldier who is working toward fulfilling our objectives.

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Kolkata hosts the best builder minds as IGBC plans the future

KolkataIt was a weekend meant for reflection. Some of the finest minds in the country now spearheading the building industry’s future in terms of both powering the industry growth, as well as shaping policy met at a quiet resort outside of Kolkata.

The leaders present were the heads of national building majors – Tata Housing, DLF, Raheja, Daikin and Carrier Aircon, and many other national majors who are mentoring the greening of India’s building professionals.

They were from 15 cities and 8 states represented with the Chairman and Vice Chairman of the City Chapters at the conclave.

The agenda was: to see how they could bring about greater enrollment to the purpose of not just building but offering inspiring directions in managing sustainably natural resources that go into making of building infrastructure.

“I have not had a more intense and mentally fatiguing day!” said a first-timer leader participant. The first day saw over 14 hours of exchange of views, opinions, perspectives on what role the Indian Green Building Council can play in mobilizing opinion and galvanizing action among builders nationally.
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