This highly effective campaign was about a missing cocker spaniel, Rusty – the teaser campaign prior to the launch made people to believe that a little puppy has gone missing. The response was tremendous – concerned, worried and curious callers enquired about Rusty and offered to help. After the huge buzz, it was revealed that Rusty has been found from inside a villa at Rohan Madhuban, thus enabling the unique and successful launch of the property, and highlighting the spacious nature of the same.

The campaign generated an overwhelming response, considering that premium properties take no less than 6 months to sell out, once they are launched (Villas by the nearest competitor took one year to sell out: Client Study). More than 250 calls were answered on the weekend after the launch, not to mention countless emails. For Rohan Builders, the campaign meant all 42 villas were booked in just a week’s time – all payments (aggregating to US$ 1.2 million) were received in 5 weeks’ time. The campaign communicated the ‘space’ factor in a very unique way, and used cost-effective and non-traditional media to derive results.