Project Information
🏗️ Case Study: Mo Digital x Bhawani Ayan
Category: Real Estate (Luxury Residential)
Client: Bhawani Builder, Bhubaneswar
Project: Bhawani Ayan – 4.5 BHK Premium Apartment Project
Project Value: ₹2 Crore+ per unit
Duration: Initial 3-month campaign (Ongoing)
🎯 Objective
To launch, position, and generate high-quality leads for a premium 4.5 BHK luxury apartment project in Bhubaneswar, targeting HNIs and NRIs within and outside Odisha — without a website or traditional listing platform.
🧩 Challenges
No dedicated project website at the time of launch.
Ultra-premium price point (₹2 Cr+) in a price-sensitive local market.
Client was new to digital performance marketing.
Needed trust-building content for HNI and NRI segments.
Limited window of 3 months to prove ROI for long-term engagement.
📈 Mo Digital’s Strategy
1. Positioning & Branding
Developed a luxury-first narrative: “Not just a flat, a legacy address.”
Created emotional & aspirational content showcasing exclusivity, security, and value.
2. 360° Reel-First Content Plan
Executed a 90-day Instagram Reels strategy tailored to HNI/NRI buyers.
Highlighted key USPs: location (Daya Bridge), proximity to Puri Jagannath Temple, infinity pool, EV charging, and 24×7 security.
Delivered 3 high-converting reels/week, leveraging lifestyle, testimonial, location, and urgency-driven narratives.
3. High-Converting Meta Ad Funnel
Built a 3-layer ad funnel with ₹10K/month budget:
Top Funnel: Awareness (location + lifestyle reels).
Mid Funnel: Retargeted viewers with amenity + walkthrough videos.
Bottom Funnel: Lead form ads with WhatsApp integration & urgency CTAs.
Custom targeting: HNIs in Odisha & NRIs in UAE, Singapore, Qatar.
4. Sales Support Integration
Mo Digital’s team handled:
Telecalling, lead nurturing, and site visit coordination.
Real-time reporting & feedback loops with builder’s sales team.
Video call presentations for NRIs and overseas clients.
💡 Key Deliverables
36 Reels produced & posted
45+ Creative assets (ads, thumbnails, posts)
1000+ High-quality leads generated
8 flats moved to closing pipeline
Full GMB management & SEO boost
INR 1 Cr+ worth potential bookings in pipeline
🏆 Results (3-Month Performance Snapshot)
| Metric | Result |
|---|---|
| Leads Generated | 750+ |
| CPL (Cost per Lead) | ₹151 (vs target of ₹275) |
| Ad Reach | 6.2 Lakh+ targeted users |
| NRI Inquiries | 60+ from UAE, Qatar, Oman and other Foreign Countries. |
| Bookings in Pipeline | 8 confirmed + ongoing discussions |
| Return on Ad Spend (ROAS) | >40X based on projected closures |
💬 Client Feedback
“Mo Digital helped us connect with the right audience and deliver the kind of content that builds trust. Their end-to-end execution gave us confidence to scale our digital efforts.”
— Dr. Smrutirekha, Marketing Head, Bhawani Builder
🔚 Conclusion
Mo Digital positioned Bhawani Ayan as one of the most talked-about luxury projects in Bhubaneswar — not through heavy spend, but through focused storytelling, strategic targeting, and high-impact content. The success of this 3-month campaign has led to an annual partnership.