Company

Background:

Founded and led from the front by IITians, we at Urban Axis specialize in making
contemporary. We have forayed into various project categories with clarity of vision and with zeal
to create better living spaces. We are proud that we have been able to play a part in the lives of
those who aspire to upgrade their lifestyle in neatly crafted homes. We have a well-experienced in-
house technical team of around 20+ engineers, architects and designers from IITs and other
premier technology institutes. To strengthen the team further we have an array of world-class
consultants working with us to better us at what we do. Read more about our vision & mission at
http://urbanaxis.in/our-company/

Project UrbanWoods:

UrbanWoods is more than 1 million sqft. residential project with options ranging from
1000 sqft. 2 BHK to 2000 sqft. 3 BHK. With around 6 towers offering fully furnished apartments at
affordable prices, Urban Woods is one of the most exclusive projects of Lucknow. Read more about
the project here.

Customers:

The customers of Real Estate can be broadly classified into

i) Buyers


ii) Investors

Buyers are those who purchase a house and live there and Investors see a house as an investment,
to be sold off in a couple of years at a higher rate.

The Challenge:

The teams must design a teaser campaign for the upcoming Project UrbanWoods to target the
investors.

Deliverables:

1. Timeline for the campaign
2. Creatives to be used for the campaign and Logic behind it
3. Effective medium to be used for the campaign (like Outdoor/ Print/ Social etc.)

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Example: DLF ran a similar campaign in Lucknow for Real Estate Buyers.

Initially they had put up banners and pole kiosks saying Dont Buy a House across the city
which was successful in creating suspense and hype amongst the customers. After 20 days they
came up with new banners saying Lets start a Home with DLF.

The first banner was successful in creating hype amongst the Real Estate customers and the
second type of banners were successful in helping the buyers to connect the dots and left a long
lasting impression of DLFs property among the buyers.






Initial display banners.





Instructions:

1. Students must form teams of 3. Each team may consist students from both the batches. Teams will
submit a Powerpoint Presentation comprising no more than 4 slides (including illustrations,
annexures). The first slide of the presentation must consist of a profile summary of the team
2. Wherever necessary, the participants must make references to the sources of information and data
3. Case presentations will be judged based on the following criteria the originality, creativity and
uniqueness of the idea will receive the highest weightage; the implementability, sustainability and
scalability of the idea; its fit with Urban Axiss vision and the manner in which it can leverage Urban
Axiss strengths; the thoroughness of research and economic logic used to defend viability and
execution of the idea
4. Last date for submission of PPT is 23: 59 Hrs, 20th February 2016. The deadline is sancrosanct
and will not be extended. Teams must send their entries to the email ID
teaserurbanaxis@gmail.com
5. The top 5 teams to the final round shall not change their entries submitted in round 1 and must
present the same
6. For any further queries you may contact the Prism Committee of IIM Lucknow

Event Timeline:
11th February 2016: Competition Starts
20th February 2016: Round 1 entries submission deadline
23rd February 2016: Announcement of the Top 5 teams
25th February 2016: Final Director Round On Campus

THE REWARD:

1st Prize: INR 30,000/-

2nd Prize: INR 20,000/-

Receive the prize on the spot


Additional Provisions

a) Any Student registering or found registered as part of more than one Student Team shall cause the
automatic disqualification of the concerned Student Team(s) of which he/she is a student.

b) URBANAXIS reserves the right to refuse the participation of, or to disqualify any Student Team
and/or Participant from the Contest at any time. All decisions taken by URBANAXIS, including any
decision to refuse participation of or to disqualify any Student Team and/or Participant from the
Contest shall be final and binding on the Participants.

c) URBANAXIS reserves the right to shorten, modify or cancel the Contest at any time, without
assigning any reason, especially in the event of bugs, viruses or unauthorised human intervention
that would bring into question the administration, the security or the proper functioning of the
Contest. URBANAXIS shall have no liability in the event of such shortening or modification or
cancellation, and neither the Participants nor the Student Teams shall be entitled to make any claim
against URBANAXIS in this regard

d) URBANAXIS specifically reserves the right to waive/modify any of the Rules of the Challenge

e) All intellectual property in the URBANAXIS Teaser Challenge, its concept, content, appearance, logo
and any other graphic element and its organisation are and shall remain the sole property of
URBANAXIS

f) URBANAXIS intends to make use of the data and ideas emerging out of the Contest and for the
purpose shall acquire all right, title and interest in any intellectual property including copyright and
broadcasting rights in the analysis and ideas presented to URBANAXIS by the Participants within
the framework of their participation in the URBANAXIS Teaser Challenge, and the Participants shall
procure and assign/ give such exclusive rights to URBANAXIS, which accepts them. Such rights
include all rights of reproduction, representation, adaptation or translation associated with the Case
studies (designs, slogans, models, etc), for all media, including those which are not yet known at the
time of the Contest, for any purpose (including commercial, promotional or advertising) world-
wide and without any limitation in number until the end of the term of such rights

g) No Intellectual Property Right arising out of the Contest shall vest or accrue in favour of any
Participant. No Participant shall use, assign, license any right in respect of the Challenge, developed
at the instance of URBANAXIS during this Contest to any third party. The Participant shall be liable
for any breach in this respect

h) The Participants undertake, at the request and expense of URBANAXIS, to do all acts and execute all
documents which may be necessary to confirm the title of URBANAXIS to the intellectual property
rights in the Case studies and hereby irrevocably appoints URBANAXIS to do all such acts and to
sign all such documents as may be necessary to give URBANAXIS the full benefit of the intellectual
property rights

i) Any resemblance or similarity between the ideas presented by the Students in the challenge and
any products developed by URBANAXIS would be fortuitous. Since the Case studies are developed
on the basis of the ideas and the case studies provided by URBANAXIS and since a similar
development may be in progress, all the concepts presented by the Student Teams and/or Students
during the Contest may, in no event, be considered as having given rise to a real development

j) URBANAXIS is not responsible for the entry errors of details provided by the Student Teams, for
incorrect/invalid e-mail addresses related to the Contest

k) URBANAXIS does not guarantee the authenticity or accuracy of any information, data or other
material relating to the URBANAXIS, its business, operations or products etc. which is available in
any media, including the web and written articles. The Student Teams shall be entirely responsible

l)

to verify and validate such information, data or other material prior to its use

All costs and expenses, including costs of any material, equipment or resources used by the Student
Teams during their participation in the Contest, shall be borne by the Participants and URBANAXIS
shall have no liability in this regard.

m) By registering for the Contest, the Participants agree that URBANAXIS has the right to use and
publish throughout the World and on the web, all details provided by the Participants at the time of
Registration, including photographs, for advertisements or for promotional purposes, without any
remuneration, for an unlimited period. URBANAXIS may also publish, in any media whatsoever, any
details in relation to or results of the URBANAXIS Teaser Challenge at any time.

n) The decisions of URBANAXIS in relation to any dispute arising out of or relating to the Contest shall
be final and binding on the Participants and Student Teams and Students, and no correspondence
will be entertained in this regard.