The Project Background

• Client: Magarpatta City Group

• Project: Madhuvan, a PMAY-backed 1 BHK affordable housing project within Pune city limits

• Built for EWS (Economically Weaker Section) / LIG (Lower-Income Group) first-time homebuyers

• Objective: Drive sell-through by making the offer feel real, familiar, and safe to choose.

The Challenge: Recognition VS Aspiration

Affordable housing audiences don’t respond to typical real-estate advertising cues.

We needed to design a campaign that appeals to people for whom home isn’t just four walls, its a recognition.

This TG was:

• Highly price-conscious and risk-averse, with long family-led consideration cycles.

• Distrustful of exaggerated “affordable” claims.

• Offline-first, regional-language driven.

• Blue-collar, lower-income households, small shop vendors, and first-time buyers.

This was not a luxury audience seeking aspiration. This was a buyer seeking recognition.

The Approach

Insight

People don’t relate to aspiration. They relate to themselves.

“Perfect lifestyle” visuals created distance. Real faces created comfort.

Core Strategy

Convey relatability as the strongest trust signal.

So we shifted the campaign language from “look up” to “come home”:

• Realistic family portrayals over stylised models

• Everyday body language over posed glamour

• Direct, benefit-led messaging over abstract lifestyle claims

The Execution

People-first visuals

• Couples and families that reflected the TG’s age, attire, and aspirations

• No glamourisation, no distance-creating imagery

• Faces that felt familiar, reassuring, and credible

Language that sounded like home

• Marathi-first communication

• Simple, conversational headlines

• Focus on affordability, PMAY benefits, location, and trust

• Ready possession used as a reassurance point — not the headline

360° rollout

• High-impact outdoor across TG-dense micro-markets

• Performance-led digital campaigns optimised for intentful leads

• Multiple creatives addressing affordability, PMAY, trust, and urgency

• Consistent visual and tonal language across platforms

The Impact

This wasn’t “affordable housing advertising.” This was trust manufacturing at scale.

• Complete sell-out in 14 months

• Search delivered high-intent efficiency (CTR 13.05%)

• Meta creatives proved that relatable language and real faces can outperform glossy aspiration, driving sub-₹100 CPL at peak (₹95.64)

Meta (Top Performing Creatives)

• “Hich ti vel” ad – CPL ₹135.64

  

• “Nirantar sukhanch” ad – CPL ₹95.64

  

• “Tumcha hakkanch” ad – CPL ₹105.

  

Conclusion

In a category where people expect exaggeration, we chose recognition. By replacing “aspirational distance” with everyday familiarity, Madhuvan became a home that buyers could trust, discuss, and act on.

CTA

If your next project needs to win in the real world, not just in renders, let’s build a people-first performance system that converts doubt into decisions.

Let’s make your offer feel real, familiar, and safe to choose.