Puraniks City Launch
I led the launch of Puranik City, Neral, the largest township developed by Puranik Builders, with the mandate to create immediate scale and strong market differentiation. The challenge was to introduce a large-format township in a competitive market while driving urgency and confidence from day one.
I defined and owned the end-to-end go-to-market strategy, positioning the project as a Digital Mega Township - a future-ready development designed for modern, connected living. This positioning shaped every aspect of the launch, from messaging and media strategy to on-ground experience and sales enablement.
The launch followed a fully integrated approach. ATL efforts spanned print, radio, television, and high-impact hoardings to drive mass awareness and credibility. BTL focused on deep market penetration through bus shelters, train station branding, full train wraps, and targeted society activations to build familiarity within key catchments.
To anchor the campaign, I conceptualized and launched a 50,000 sq. ft. experience centre, which operated for three months and became the centerpiece of the sales journey. Designed to immerse customers in the township vision, it played a critical role in converting interest into intent at scale.
The launch saw exceptional traction. Nearly the entire inventory was sold during the launch period itself, supported by a 2× increase in organic traffic and strong walk-in momentum - establishing Puranik City, Neral as one of the most successful township launches for the brand.
Puranik City Launch
I led the launch of Puranik City, Neral, Puranik Builders’ largest township, owning the end-to-end GTM and positioning it as a Digital Mega Township.
The campaign used a strong ATL mix (print, radio, TV, hoardings) and BTL activations (bus shelters, train station branding, train wraps, society activations), anchored by a 50,000 sq. ft. experience centre. The launch drove near sell-out during the campaign period and a 2× increase in organic traffic, making it one of the brand’s most successful launches.
Puranik City Launch
I led the launch of Puranik City, Neral, the largest township by Puranik Builders, owning the end-to-end go-to-market strategy. The project was positioned as a Digital Mega Township designed for modern, connected living, and this idea shaped the messaging, media mix, and on-ground experience.
The launch followed a fully integrated approach. ATL included print, radio, television, and high-impact hoardings to drive scale and credibility, while BTL focused on deep market penetration through bus shelters, train station branding, full train wraps, and targeted society activations. This was anchored by a 50,000 sq. ft. experience centre, which operated for three months and became central to the sales journey.
The campaign generated strong urgency and confidence from day one, leading to near sell-out during the launch period and a 2× increase in organic traffic, establishing Puranik City, Neral as one of the brand’s most successful township launches.
