Premium Residential Launch in Pune Drives 62% Brand Recall-A Media Ant Case Study

Launching a premium residential project in a competitive metro market like Pune requires more than visibility—it requires attention, recall, and brand stature. A leading real estate developer planned a new premium residential launch in Bavdhan and aimed to establish strong awareness among affluent homebuyers within a short campaign window.

To achieve this, the brand deployed a Connected TV (CTV)-focused OTT strategy, leveraging high-impact video placements on premium OTT platforms. By focusing exclusively on smart TV environments and city-level targeting, the campaign ensured the brand message reached discerning, high-income households in a lean-back viewing context.

Key Results:

1. 📺 1.1M+ impressions delivered via CTV environments
2. 🎯 220,595 estimated reach across Pune
3. ▶️ ~80% video view-through rate, indicating strong engagement
4. 🏙️ Consistent citywide presence during the launch phase

The client is a leading real estate developer specializing in premium and upper-mid residential developments. With a strong footprint across urban markets, the brand is known for quality construction, strategic locations, and lifestyle-focused housing.

Operating in Pune’s highly competitive premium housing segment, the developer faces competition from both established national players and strong local brands. The Bavdhan micro-market, in particular, has seen rapid residential growth, making brand differentiation at launch critical for long-term sales momentum.

How Do Real Estate Brands Build Awareness for Premium Launches in Saturated Metro Markets?

Intense Market Competition

Pune’s premium real estate market is crowded with simultaneous project launches, all competing for the same affluent buyer base.

Discerning, Brand-Aware Audience

Affluent homebuyers are selective, digitally mature, and often disengaged by repetitive or poorly contextualized advertising.

Short Campaign Window

The campaign needed to deliver high recall and reach within a limited timeframe, leaving little room for inefficient media spends.

Placement & Attention Challenges

Traditional digital formats risk low attention and banner fatigue, especially when targeting premium audiences.

What Was at Stake?

Without high-impact awareness, the new launch risked being lost in the clutter—impacting site visits, inquiries, and early-stage consideration.

Understanding the Premium Homebuyer Journey

The campaign focused on affluent urban households in Pune with strong purchase intent:

1. Demographics:
2. Age: 35–55
3. Gender: Male & Female
4. Income: Mid to High
5. Psychographics:
6. Aspiring and affluent homebuyers
7. Strong preference for branded real estate
8. Value lifestyle, trust, and long-term investment
9. Media Consumption Habits:
10. Regular OTT consumption via smart TVs
11. Preference for premium content and uninterrupted viewing
12. Higher engagement during evening and weekend sessions
13. Decision Drivers:
14. Brand visibility and recall
15. Perceived project quality and credibility
16. Location reputation and lifestyle promise

This made CTV advertising for real estate the ideal medium to influence early-stage awareness.

Strategic Framework: CTV-First Urban Impact Model

Platform Selection Rationale

Top OTT platforms—JioCinema, Zee5, and SonyLiv—were selected based on strong smart TV penetration and viewership among high-income audiences in Pune.

Targeting Strategy

1. City-level geo-targeting (Pune only)
2. Connected TV device targeting
3. Premium content environments

Creative Strategy

1. 50-second high-quality video creatives
2. Emphasis on lifestyle, design, and aspiration
3. Brand-led storytelling over offer-led messaging

Optimization Approach

1. Even budget split across platforms
2. Consistent frequency to reinforce recall
3. Uniform placement across content genres

Why This Approach Worked

CTV environments deliver undivided attention, higher completion rates, and stronger brand perception—critical for premium residential launches.

Execution: Turning Strategy into Results

The campaign ran for 2–4 weeks, focusing exclusively on CTV inventory.

Platform-by-Platform Execution

Key Execution Elements

1. Skippable 50-sec CTV creatives
2. High-impact placements during premium content
3. Uniform exposure across platforms to maximize recall

1.1 Million Impressions Delivered Within the Launch Window

📊 KEY RESULTS AT A GLANCE

1. 1.1M+ impressions across CTV platforms
2. 220,595 estimated unique reach
3. ~80% video view-through rate
4. Strong brand retention in premium households

Reach & Visibility

The campaign achieved substantial penetration within Pune’s affluent OTT-viewing audience.

Engagement

High VTRs indicated strong creative resonance and minimal drop-offs.

Brand Impact

Uniform exposure across platforms helped reinforce brand messaging and improve ad recall during the critical launch phase.

Efficiency

CTV delivered premium exposure without excessive frequency waste, maintaining cost efficiency within the allocated budget range.

Lessons from a Real Estate OTT Awareness Campaign

1. CTV is highly effective for premium real estate awareness
2. Smart TV environments enhance brand credibility
3. City-level geo-targeting minimizes impression waste
4. Consistent frequency improves recall without fatigue
5. Lifestyle-led creatives outperform transactional messaging
6. Platform diversification strengthens overall reach

1. Industry: Real Estate
2. Objective: Awareness
3. Duration: 2–4 Weeks
4. Geography: Pune (Metro)
5. Budget Range: INR 5–20 Lakh
6. Primary Channel: CTV OTT
7. Key Result: 1.1M+ Impressions Delivered