Malaysia – Bandar Raya Developments (BRDB) has recently launched its latest real estate development in Bangsar called Serai, said to be BRDB’s most luxurious development to date.
In launching Serai, M&C Saatchi created a year-long campaign based on the proposition ‘Bangsar’s Crown Jewel’ using three artists to bring to life their unique and distinctive interpretations of Bangsar and Serai.
The artists featured include painter Jalaini Abu Hassan, documentary photographer SC Shekar and textile designer Dr. June Ngo, whose works are displayed at the BRDB Sales Gallery in Bangsar.
The artistic displays will also eventually grace the hallways of Serai.
The campaign launched comprises of print, outdoor, supporting collaterals, identities, direct mailers and promotional film materials, with a 20-page pullout in The Edge.
The making of the Serai Artist Series was documented in a short five-minute video, which showcases the inspirations behind each artist’s work and the insights into the making of each piece.
The promotional film material was played at the Serai launch in December last year and can be currently viewed alongside the individual art pieces at the BRDB Sales gallery in Bangsar.
Targeted at high net-worth cosmopolitan individuals, this is a first campaign of the sort for BRDB.
According to BRDB assistant general manager of communications Malathi Pillay, BRDB wanted to celebrate heritage through art, being a keen supporter of the local art fraternity.
“The launch of Serai presents an opportunity for us to mark our legacy in Bangsar with an artistic milestone. The idea was to have the three different artists each bring to life their interpretation of Bangsar through their medium of speciality.”
Pillay adds that their individual pieces have immortalised Bangsar in a highly symbolic, artistic, beautiful, and timeless manner, a fitting homage to Malaysia’s most enduring neighbourhood.