How Hinduja Real Estate and TMA Used Hyperlocal Advertising to Reach Homebuyers Around the Project

For real estate brands, reaching potential buyers in the immediate catchment of a project can be more relevant than broad city-wide advertising. Hinduja Real Estate partnered with The Media Ant to use hyperlocal programmatic advertising to reach audiences living in and around its project in Bengaluru.

The Challenge

Hinduja Real Estate had remaining inventory in a new project and wanted to strengthen visibility among its target audience in the project's surrounding catchment.

The Objective

The campaign aimed to highlight the Hinduja Real Estate brand and its project among relevant audiences living in and around the project, creating awareness within the local market.

TMA’s Solution

TMA planned a hyperlocal programmatic DOOH campaign using digital screens installed inside apartment communities.

Rather than targeting Bengaluru broadly, the campaign used pincode-level targeting to identify apartment screens within the relevant catchment area. This allowed Hinduja Real Estate to take its communication directly to residential communities where potential homebuyers already lived.

Campaign Execution

The campaign ran for 30 days across programmatically enabled apartment screens in Bengaluru.

Platform: Programmatic apartment screens
Format: Video
Targeting: Pincode
Geography: Bengaluru
Campaign Duration: 30 days
Objective: Local brand and project awareness

The video communication was delivered repeatedly across apartment screens in the selected pincodes, helping the brand maintain visibility among audiences living close to the project.

What Made the Campaign Work?

The campaign was built around proximity and precision.

Instead of spending across a broad Bengaluru audience, TMA used pincode-level targeting to concentrate the campaign within the project's relevant catchment. Advertising on apartment screens further helped bring the brand into the residential environments where potential homebuyers spend their everyday lives.

The result was a focused, hyperlocal media strategy designed to keep Hinduja Real Estate visible among audiences in and around the project.

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