Ashwin Sheth Group Introduces ‘The Pink Perk’ Campaign to Celebrate Women’s Month

Mumbai, March 10, 2025: Luxury real estate player Ashwin Sheth Group has unveiled its latest initiative, The Pink Perk, in celebration of International Women’s Day and Women’s Month. This unique campaign aims to empower women homebuyers by offering a special 3 per cent saving (T&C apply) across all Ashwin Sheth Group projects in Mumbai. The offer is valid until March 31, 2025.

The campaign addresses the global issue of the ‘Pink Tax’, where women often pay more for identical products and services compared to men. With The Pink Perk, Ashwin Sheth Group flips this narrative by creating an exclusive benefit for women, encouraging them to take charge of their homebuying decisions.

Bhavik Bhandari, Chief Sales and Marketing Officer (CSMO), Ashwin Sheth Group, commented: “At Ashwin Sheth Group, we have always believed in empowering individuals through meaningful initiatives. “The Pink Perk” is our way of celebrating women and their achievements by providing them with an opportunity to invest in their future. This campaign reflects our commitment to equality and inclusivity in every aspect of life.”

Sudarshan Banerjee, Vice President, Marketing at Ashwin Sheth Group added: “Our goal with ‘The Pink Perk’ is not only to highlight the issue of the Pink Tax but also to inspire evolved individuals—both women and men—to take advantage of this exclusive offer. By encouraging women to be the primary decision-makers in property purchases, we hope to contribute meaningfully to their empowerment.”

The Pink Perk campaign has been conceptualised & designed by GoZoop Group, an integrated marketing agency. This holistic campaign will be leveraged widely on project sites, social media, supported by digital media campaigns, influencer videos and OOH visibility.

Speaking on the campaign, Prardhana Chillarige, Creative Director, Gozoop Creative said, “At Gozoop Creative, we’re often challenged to #BreakTheBox by the ASG team. When we got the brief, we saw an opportunity to challenge the ingrained, unjust reality of the Pink Tax. Why should women pay more for the same space? Our approach was to flip the script, making the disparity visible and sparking empowerment. The Pink Perk is more than a campaign – it’s a call to action from ASG, inspiring a future where women are no longer paying the price to be women. With #ThePinkPerk, ASG is rewriting the narrative, one where equality is the standard, not the exception.”

Highlights of The Pink Perk Campaign:

• Offer: 3% savings for women homebuyers (T&C apply).
• Eligibility: The woman must be listed as the first name on the property agreement.
• Validity: Offer available for the month of March.