Press Release

Tata Housing’s Espana Sojourn with La Montana Sets Sail

47Tata Housing Development Company Limited, India’s fastest growing real estate developer, launches their latest experiential campaign – ‘Spain to Spain’ commencing today until 31st July. This Spanish culture based campaign is initiated for Tata Housing’s award winning-project, La Montana near Talegaon, a Mediterranean themed development which offers 2 BHK apartments of 1053 sq.ft. starting at Rs 4600 per sq.ft.

The campaign is created to bring live the Mediterranean lifestyle at the project site and let the visitors truly experience the culture of Spain. It aims at showcasing a beautiful extension of Spain in your Pune home backyard which is aesthetically designed to include porticos, classic arches, cut stone facades and terra-cotta railings around the entire township. This exudes an aesthetic Spanish aura with several ongoing activities which include the celebrated La Tomatina festival with artificial tomatoes, bull fighting, flamenco dance art and more.

Tata Housing will reach out to consumers and prospective buyers through inventive print ads, creative outdoor, digital and social media platforms successfully engaging with enthusiasts to participate and witness a lifetime of a Spanish fiesta. Visitors at the venue will not only get to experience the Spanish fiesta but will also stand a chance to win a fully paid-up trip to Spain at a time when the real La Tomatina is getting unfurled in the Valencian town of Buñol. The winners will be selected through a lucky draw and the holiday will include a completely magical Spanish Holiday package supported by Spain Tourism.

Commenting on the ‘Spain to Spain’ campaign, Mr. Pawan Sarda, Head of Marketing, Smart Value Homes Limited (100% subsidiary of Tata Housing), said, “At the heart of Tata Housing, is our passion for giving the best dwelling experiences. The roll out of Spain to Spain campaign by Tata Housing is one such extensive marketing initiative which is aimed to give its existing and prospective buyers a feel of real Spain neighborhood, based on which the La Montana project is built. This campaign is a prelude to the residents’ waking up to a Spanish ambiance in La Montana every morning.”

“We are very happy to get associated with Tata Housing’s event that celebrates the spirit of Spain. For us, it is another opportunity to introduce Spain in India and we are also very happy to welcome the lucky ones to see the real Spain and experience the La Tomatina festival”, said Mr. Arturo Ortiz Arduán, Tourism Counselor and Director, Tourism office of Spain in India.

Tata Housing will be ferrying families from the city by Spanish themed buses to the La Montana site.

About La Montana La Montana is strategically located near Pune, in the lush green landscape of Talegaon hills, with Lonavala as its neighbour. Which means peace and convenience have finally found an address where they can coexist.

Designed by reputed international architects F+A of the US, La Montana is distinctively Mediterranean in its style. Starting with the terraced land, the buildings feature porticos, classic arches, cut stone facades and terra-cotta railings. Even the materials used – stone, red roof tiles, wrought iron and stucco – owe their origins to Mediterranean architecture. The project offers more than 850 apartments with ultra-modern amenities such as a school, health care facilities, retail shops and State-of-the-art clubhouse, fully equipped modern gymnasium with steam and sauna, jacuzzi, banquet hall and much more.

La Montana was the only Indian project to be adjudged as an Asian Contender in the International Property Awards in the Leisure Architecture category to compete against the highest scoring contenders from Europe, Africa, the Americas and Arabia to find the ultimate ‘World’s Best’.

Tata Housing’s weekend Spanish spectacle

46Tata Housing’s ‘Spain to Spain’ initiative was a roaring success with over 100 families participating in a day-long Mediterranean Festival at its La Montana property in Vadgaon, near Talegaon on the outskirts of Pune. The event was attended by many renowned personalities, families, interested home buyers and the wanderers whose travels brought them to Tata Housing’s award winning-project, La Montana in Vadgaon.

The theme, ‘Spain to Spain’, is aimed at creating a beautiful extension of Spain’s art and architecture with aesthetically-designed porticos, classic arches, cut-stone facades and terracotta railings around the entire township, which are the actual premise of the La Montana project. Festivities exuded a Spanish aura which included the famous La Tomatina festival with artificial tomatoes, bull riding, flamenco dance art and more.

Mr. Pawan Sarda, Head- Marketing & Product Development- Smart Value Homes; a 100% subsidiary of Tata Housing Development Company Ltd, said, “We are thrilled to see that so many people participate in this carnival. It is encouraging for a marketer to see that a well-executed 360-degree campaign managed to cut through the clutter and reached out to consumers and prospective buyers through inventive print ads, creative outdoor, digital and social media platforms. The initiative saw participation from people from all walks and age groups. The event also received enormous response across social networks as well with increased number of likes and followers.”

One of the lucky families will also stand a chance to win a fully-paid trip to Spain to attend the La Tomatina festival in the Valencian town of Buñol. The winners will be selected through a lucky draw, and results will be announced soon.

A participant at the carnival, Mr. Kamal Bahal, said, “It has always been a dream to visit the ethereal beauty of the majestic Mediterranean. Tata Housing’s Spanish festival actually brought Spain’s arts and culture to us!

“It was a magnificent experience to participate in the festival and we are now eagerly waiting to explore a second home in La Montana, which will allow us to permanently be surrounded by Spanish design and architecture.”

About La Montana

La Montana is strategically located near Pune, in the lush green landscape of Talegaon hills, with Lonavala as its neighbour. Which means peace and convenience have finally found an address where they can coexist.

Designed by reputed international architects F+A of the US, La Montana is distinctively Mediterranean in its style. Starting with the terraced land, the buildings feature porticos, classic arches, cut stone facades and terra-cotta railings. Even the materials used – stone, red roof tiles, wrought iron and stucco – owe their origins to Mediterranean architecture. The project offers more than 850 apartments with ultra-modern amenities such as a school, health care facilities, retail shops and State-of-the-art clubhouse, fully equipped modern gymnasium with steam and sauna, jacuzzi, banquet hall and much more.

La Montana was the only Indian project to be adjudged as an Asian Contender in the International Property Awards in the Leisure Architecture category to compete against the highest scoring contenders from Europe, Africa, the Americas and Arabia to find the ultimate ‘World’s Best’.