Brand Language
Take a peek into our execution!
Brand: Mandeville Garden Court Phase III
An address that needs no introduction if you’re from South Kolkata. Nestled in Ballygunge, one of the city’s most premium pin codes, this G+10 tower is the latest extension of the iconic Mandeville Garden Court legacy (Phases I & II are already city-famous).
Designed for Upper-Middle Income Groups and NRIs, the property offers 3BHK apartments starting ₹2 Cr+ taxes, complete with a gym and a beautifully landscaped terrace garden. Basically, it’s for the ones who refuse to compromise- the ones who want luxury and location.
Our
Challenge
Now here’s where it got interesting- we were brought in to sell the last 4 unsold 3BHK flats that had been sitting on the market for years. The reason? A big one- Vastu dosh. In real estate terms, that’s like trying to sell a diamond with a scratch- tough, but not impossible.
On top of that, at this ₹2 Cr+ taxes price point, there were plenty of competitors offering shinier facades and fancier amenities. And to make things trickier, the property exterior had aged a little, leaving us with no great visuals to flaunt.
Our mission: turn the narrative around, build aspirational value, and make Mandeville Garden Court (Phase III) the “it” address again- purely through brand storytelling and social media.
Jackson Miller
Our IDEATION
We went all in on lifestyle positioning- because when the product’s challenge is structural, you sell the emotion.
The content play revolved around legacy, location, and pride- the sheer prestige of living in the next phase of a landmark Ballygunge property.
Instead of amenities, we highlighted the unbeatable connectivity, neighbourhood charm, and South Kolkata sophistication.
Visually, we kept the design language clean and modern, leaning into a product placement aesthetic (with the property as the hero). On the media side, we ran A/B-tested ad sets across different buyer personas- NRIs, U-MIGs, and families looking to upgrade- constantly optimising creatives, captions and CTAs until we found the sweet spot.
Once we hit our winning formula, we ran it on a steady scale- focusing on quality leads over high volumes, because in luxury real estate, it’s never about “more eyeballs,” it’s about “the right ones.”
The campaign ran from January 1, 2023 to December 12, 2023, and by the end of it- every single flat was SOLD OUT.
Considering we started with four long-unsold units (with Vastu challenges, no less), that’s a win we’ll happily hang on our wall.
Results and
Metrics
Here’s the final scorecard:
Total Ad Spend: ₹1,03,145.15
Total Leads: 851
Average Cost Per Lead: ₹121.20
Total Ad Impressions: 7,40,392
Total Reach: 1,56,476
With smart targeting, strong storytelling, and a little ad magic, we turned a “tough sell” into a total sell-out with a good mix of online & offline marketing.