The challenge

A signature project, and a bet on brand over funnels.

Bella Casa by Manomay Buildtech is a signature address in Nashik — just 8 ultra-premium 5BHK residences at ₹2.48 Cr each. For homes this exclusive, the instinct is an aggressive lead-gen funnel chasing big-city buyers in Pune and Mumbai. We made a different bet: that a project built this well, told as a story, would sell itself through brand awareness — no lead forms, no funnel.

The brief we set ourselves: sell all 8 homes by building genuine desire and trust, not by harvesting cold leads.

Our approach

We sold the feeling, not a form.

Instead of a performance funnel, we ran a pure brand-awareness play — a cinematic showcase film, put in front of the right people consistently, and let real curiosity bring buyers inbound.

A cinematic showcase film

We built a project film that made people feel the home — the space, the address, the lifestyle — so the brand did the selling, not a sales pitch.

Pure awareness, zero funnel

We ran the film as brand-awareness and video-view ads — optimised for reach and attention, not lead forms. No funnel, no ‘book a site visit’ bait.

Consistent presence

A steady drumbeat of reels and films through the launch — under-construction updates, walkthroughs, festive moments — keeping Bella Casa top-of-mind at a remarkably low CPM.

Let curiosity convert

Interested buyers came inbound on their own — profile visits, DMs and calls — warm and self-qualified, because they already wanted the home before they ever spoke to us.

The results

Brand awareness sold the whole project.

The films reached over a million people at a fraction of the usual cost — and the homes sold themselves. All 8 signature 5BHK residences booked, at ₹2.48 Cr each — nearly ₹20 crore in sales — on roughly ₹1.7L of brand-awareness ads and not a single lead-gen funnel.

By the numbers

8 / 8

5BHK homes sold

Sold out

₹19.84 Cr

In homes sold

₹2.48 Cr per home

₹1.7L

Total ad spend

Awareness, not a funnel

3.07M

Impressions

Brand-awareness reach

1M+

Reach

Accounts reached

₹15

Hero-film CPM

1.65M impressions, 570K reach

Inside Bella Casa — and the awareness that sold it

Bella Casa Nashik luxury reception lobby render — The arrival — a grand reception lobby

Bella Casa luxury 5BHK living room with city views — The living spaces, with the skyline in every window

Bella Casa luxury 5BHK master bedroom render — The residences — 5BHK homes built to impress

Meta Ads Manager — 3M+ impressions and 1M+ reach, at a ₹15 CPM on the hero film

Nashik, not Mumbai.

We expected the buyers to come from Pune and Mumbai. The majority who booked these ₹2.48 Cr homes were from Nashik itself — proof that the right brand story builds local desire and trust, not just distant reach.

Our takeaway

Build the product right, tell its story well, and brand awareness will outsell any funnel. People don’t fill a form for a dream home — they come to you.

We use Google Analytics to understand visits and Meta Pixel to measure our ads. Neither runs unless you agree. You can change this any time under “Cookie settings” at the bottom of the page. Cookie Policy

Analytics: Google Analytics counts visits and pages so we can improve the site. Marketing: Meta Pixel measures our Facebook and Instagram ads and shows them to people who visited us.

₹19.84 Cr of luxury homes, sold on brand awareness alone.