The Mumbai based Runwal Group was established in 1978. Runwal Group is India’s leading real estate developer operating in residential, commercial and organized retail verticals. Over 51 landmark projects were delivered in the last 4 decades with over 30 million sq. ft. of development by the Group. The Group has brought smiles to more than 20,000 happy families across Mumbai. Apart from residential projects, the group is also a pioneer in developing malls and is well known for its iconic projects – R City and R Mall in Mumbai.

The Project

Runwal The Central Park
2, 3 & 4 BHK Premium Residences from
Rs. 79 Lacs*

Target Audience
  • Buyers looking for lifestyle upgrade
  • Second home buyers
  • Nuclear families
  • Young adults
  • Business owners

Announcing Runwal Group’s arrival in Pune


TSpreading brand awareness in PCMC and West Pune


Showcasing the project as one of the best in PCMC


Lead acquisition & conversion of bookings in 3 launch phases


Maintain & execute effective offline strategy

Campaign & Execution

Since Pune was a new market for Runwal Group, our first agenda was to let people know about the presence of a leading real estate brand in the city. We moved ahead with a stepwise process of grabbing the audiences’ attention with:

  • Awareness
  • Education
  • Motivation for site visit

These processes were more refined to give clarity about the project’s offering in 3 phases.

1. Brand Awareness Phase

We maximized the brand’s outreach and spread awareness regarding the project in PCMC. We achieved this by -.

  • Using the concept line: ‘Runwal The Central Park – PCMC’s Jewel, Your Pride’
  • Mentioning important RTBs of the project for market positioning like:
    • 26-acre Integrated Township
    • 5 acres of Open Spaces
    • 50+ Lifestyle Amenities
    • 40,000 sq. ft. Clubhouse
  • With such offerings highlighted in online & offline marketing communications, we gained the edge over other competitors in PCMC
  • Our brand goodwill and legacy of 40+ years also helped us in gaining momentum
2. Teaser Phase
  • Our goal with the teaser was to create a buzz about the new launch of Runwal Group’s R-Retail Ventures.
  • We created a level of curiosity that helped us in driving enough footfall in terms of walk-ins & site visits
  • It also helped us in creating a sense of brand re-call with the help of social media
3. Launch Phase

With the launch phase, our aim was to get a higher number of lead values and site visits conducted. We managed to achieve this by :

  • Laying comprehensive strategy for brand awareness & teaser phase
  • Focusing on the TGA & the price range for qualitative lead conversion up to at least 30%
  • Highlighting major USPs of the project like open spaces, 50+ amenities & more
  • Tweaking campaigns to get high-intent leads
  • Experimenting with variations in copy & creatives for quality lead qualification
  • Optimizing the landing page with improved UI/UX
  • Maintaining healthy and active SEO practices
Offline Segment
  • We enhanced the on-site experience of prospects by creating a sales-pitch microsite
  • It is a modern & tech-driven way of showcasing the project without a traditional CTB
  • The microsite helped us in saving the hassles of re-printing offline documents with its quick data updating module
Leads received from Digital Campaign
35% +
Qualification Rate
Bookings from Digital over 3 Launches
Rs. 850
Overall CPA