IM Buildcon was gearing up for possession announcements closer to Christmas. Then plans changed, possession was moved earlier, landing around Diwali. A big milestone. A time - sensitive moment. And a category where most brands go functional and safe.

A large-scale township. 1.5 years of marketing before us. Campaigns. Spends. Performance pushes. But nothing truly moved.

Hiranandani is a brand people already respect. The challenge wasn't awareness. It was experience.

Reality: attention spans are brutal. Reality: most real estate videos look the same.