Brand: Oxford Devaa
Oxford Devaa- a boutique residential project in the heart of South Kolkata by Meharia Consortium. Think: posh pin code, prime connectivity, and that “city-life-meets-calm” balance we all secretly crave.
Spread across 6 floors, with 2 & 3 BHK apartments, Oxford Devaa offers a cozy yet premium vibe- complete with a rooftop garden, CCTV security, and a sleek waiting lounge. In a city where most “well-connected” homes are either too cramped or too far out, this one hits the sweet spot.
Our
Challenge
Now here’s the thing- this wasn’t your typical “everything-under-one-roof” project. Unlike big gated societies, Oxford Devaa came with limited amenities, which made it a tough sell to an audience spoilt for choice.
Add to that the price tag- ₹90L + taxes for a 2BHK and ₹1.31 Cr + taxes for a 3BHK- and we had some serious explaining (and positioning) to do. Plus, since the property was still under construction, there were no real images to play with- just 3D renders and floor plans.
The brief was clear: appeal to U-MIGs and NRIs who value lifestyle, location and luxury over loud amenities. Our job? Build an entire digital ecosystem- from brochure design to a full-funnel lead-gen campaign– that made Oxford Devaa stand out in a crowded real estate feed.
Our IDEATION
We decided to flip the script- instead of overselling features, we sold a feeling.
Our core narrative? “The joy of living in the heart of the city.” We made South Kolkata the hero- tapping into location pride, connectivity perks, and the luxury of time saved.
The creatives and reels were minimal, clean and styled like product placement visuals (only this time, the “product” was prime real estate).
On the performance side, we ran A/B-tested ad sets targeting U-MIGs and NRIs, continuously optimizing creatives, CTAs and formats till we found our winning combo. Once we cracked the formula, we scaled smartly- focusing on quality leads over vanity metrics.
The campaign ran from November 15, 2023, to June 30, 2024- and guess what?
A property still under construction went SOLD OUT in just 7.5 months with the perfect mix of online & offline marketing!
Results and
Metrics
Here’s the scorecard:
Total Ad Spend: ₹1,43,959.49
Total Leads: 1,383
Average Cost Per Lead: ₹104
Total Impressions: 1,110,895
Total Reach: 162,690
Talk about ROI with real estate realness!