Premium Residence
Mittal Elanza +
MicDrop! Advertising
Two Metro Markets.
One Unified Brand Engine.
Multi-Crore Revenue Impact.
Project Overview
Mittal Builders launched two premium residential projects across Mumbai and Bangalore, with ticket sizes ranging from ₹65 Lakhs to ₹1.5 Crore.
Despite strong construction quality, prime locations, and lifestyle features, the brand faced a serious bottleneck:
inconsistent visual identity, diluted messaging, and weak recall across platforms.
They didn’t need more ads.
They needed a cohesive brand-performance system that could convert premium intent into qualified sales conversations.
MicDrop stepped in as the strategic growth partner to rebuild perception, unify communication, and scale lead quality across metros.
Campaign Duration
Nov 2023 – Jan 2024
The Brief
Two residential projects in Mumbai and Bangalore
Ticket Size: ₹65 Lakhs – ₹1.5 Crore
Core Challenges:
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Inconsistent visual identity across digital and offline
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Fragmented communication diluting brand perception
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Weak recall despite strong USPs
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Need for qualified leads at metro real estate price points
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Dependence on scattered on-ground visibility
Primary Objective:
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Generate high-intent, qualified leads
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Strengthen brand trust and premium positioning
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Drive sales through a digital + offline integrated funnel
CHALLENGES
1. Brand inconsistency across platforms
No unified look, tone, or positioning across digital, print, and outdoor.
2. Diluted premium perception
Strong product. Weak articulation of value.
3. Metro competition pressure
Surrounded by aggressive real estate advertising in both Mumbai and Bangalore.
4. Low recall despite visibility
High impressions, low long-term memory value.
5. Need for sales-aligned lead quality
Volume alone wasn’t enough. Sales-ready leads were the real KPI.
SOLUTION
We rebuilt Mittal Elanza into a brand-led performance machine.
A
Brand & Communication Rebuild
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Introduced modern, premium brand-led communication
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Unified visual identity across all creatives and platforms
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Aligned tone, messaging, and layout consistency
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Crafted aspirational lifestyle-led storytelling
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Reinforced trust, quality, and long-term value perception
B
On-Ground Visibility Engine
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Designed high-impact OOH hoardings
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Developed offline collateral for walk-in trust reinforcement
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Ensured messaging parity between offline and digital touchpoints
C
Performance Marketing System
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Ran targeted Meta Ads & Google Ads
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Built intent-led funnels for metro homebuyers
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Optimized creatives for CTR, CPL, and lead quality
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Supported campaigns with video content
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Retargeted high-intent prospects across platforms
Strategy
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We executed a two-lane growth system:
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Lane 1: Build Brand Continuity
Create a unified premium identity across metros to strengthen trust, recall, and perceived value. -
Lane 2: Drive High-Intent Demand
Run performance campaigns focused on metro homebuyers with purchase readiness and financial capacity. -
This ensured the brand looked premium before the leads arrived — and sales teams spoke to qualified prospects, not browsers.
Impact & Business Results
₹1.2 Lakh
Total Monthly
Ad Spend
1,200+
Qualified Leads
generated in 3 months
₹400
Cost Per Lead
(Significantly below Metro Benchmarks)
8 Flats
Sold within 6 Months
across two cities
Strong Pipeline
of Premium Homebuyers
Improved Site Visit Quality and Conversion Intent
Revenue Impact
With ticket sizes between ₹65 Lakhs – ₹1.5 Crore,
the campaign directly contributed to multi-crore revenue generation, delivering a high ROI on marketing investment.
Why This Case Study Matters
1. Unified premium brand identity
The brand now looks credible, aspirational, and metro-ready.
2. Consistent communication across touch-points
Digital, OOH, and offline now speak the same language.
3. Sales-aligned lead quality
Leads matched ticket sizes and purchase readiness.
4. High-performance efficiency
₹400 CPL in metro real estate is rare. We achieved it.
5. Scalable real estate growth engine
A repeatable, systemized framework for future launches.