Overview
NS Arcus has spent years building credibility in the construction materials space. Avani Floors is their first real estate venture, a luxury independent 3-BHK floor project in Sector 2, Sohna, sitting at the foothills of the Aravalis. A premium product in a premium location, launched by a brand entirely new to the property market.
Goal
Build a real estate marketing engine from scratch. No existing audience, no historical data, no category brand equity to rely on. The job was to create awareness among high-income homebuyers, generate qualified enquiries from a cold audience, and establish a cost-per-lead benchmark that future campaigns could actually be measured against.
Challenges
There was no retargeting pool, no past performance data, and no existing brand recognition in real estate. Every rupee had to work harder because there was no safety net. The campaign had to build awareness and drive conversions at the same time, with a cold audience and no benchmarks to fall back on. That's the real challenge of starting from zero.
Avani Floors is NS Arcus's statement of intent in real estate. Located at the foothills of the Aravalis, it offers luxury independent living for buyers who value space, quality, and location. The marketing had to match that ambition from day one, in a category the brand had never touched before.
