Township pre-launch in a saturated suburb
A 32-acre residential township in south Ludhiana — fourth new project in a 3km radius. We launched ahead of its more-funded neighbours by building a pre-launch engine that turned curiosity into site visits and site visits into bookings.
- Client
- Aman Buildwell
- Year
- 2025 — 2026
- Services
- Branding, Performance, Field activation
- Timeline
- 14 weeks
The challenge
Three competing townships in the same micro-market, two of them backed by larger brands with bigger ad budgets. Aman Buildwell had a better product but no awareness, no broker network, and a runway that did not include a six-month brand-building wait.
The brief was simple and uncompromising: 50 bookings in the first 90 days. Fail and the next phase of the township gets paused.
Don’t tell anyone we exist until the brand can answer their questions. So we built the brand and the funnel in parallel — and launched both on the same day.
What we did
Pre-launch teaser
Two weeks of curiosity creative on Meta + YouTube. No price, no name — just the question every Ludhiana family asks before buying.
Site name reveal
A coordinated launch across hoardings, OOH, drone reels and broker WhatsApp. Lead capture funnel live on the same day.
Broker enablement
Onboarded 240 brokers across 6 districts on a paid-per-qualified-lead model. Daily WhatsApp digests with new lead-quality data.
Site activation
Site visit experience — drone reel screening, model-flat tour, refreshments, on-site closer team. Average visit length: 47 minutes.
Results
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