How a Southern Real Estate Brand Used Cricket to Build ₹8000 Cr Value

In India, trust isn’t just a feeling — it’s a market mover. Especially in real estate, where reputation often decides the sale. And while most brands rely on discounts and square feet to compete, one southern real estate company did something different.

They brought in cricket — and changed the game.

The Challenge

A rising real estate brand in South India wanted to go big. But in a market full of legacy players, they faced:

• Low awareness

• Skepticism from first-time buyers

• Regional fragmentation

They didn’t need more ads. They needed trust at scale.

The Strategy

Instead of selling projects, they built a story of reliability — one that homebuyers could believe in before even stepping into a site visit.

And who better to represent reliability in India than a World Cup-winning cricket icon?

Their campaign was built around the personality, values, and mass trust of one of India’s most loved cricketers — without shouting the brand name at every turn.

This wasn’t just a face on a hoarding. It was a strategic narrative that blended celebrity power with smart storytelling.

The Execution

• TVCs and digital videos featuring the cricketer as the symbol of commitment, consistency, and calm

• Mass-scale outdoor branding across Tier-1 and Tier-2 cities

• A parallel influencer campaign using regional icons for local flavour

• Brand voice aligned with the values of the ambassador: honest, grounded, trustworthy

The Result? Explosive.

• ₹8000 Cr in value built in just 3 years

• A brand that moved from challenger to category leader

• 10x increase in inquiries post-launch

• Word-of-mouth and earned media that kept delivering long after the ad stopped

The Takeaway

In real estate, people don’t buy land — they buy confidence. And confidence comes from brand stories that feel human, real, and rooted.

The smartest move this brand made? Choosing an ambassador who didn’t just sell — he stood for something.

And that made all the difference.

Looking to build your next campaign with cultural momentum and trust baked in? Let’s talk stories, strategy, and scale.

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