Casagrand has onboarded Bollywood’s much loved duo, Genelia and Riteish Deshmukh, as brand ambassadors for its West India market, marking a strategic step to build deeper connections with homebuyers in the region. The real estate company is strengthening its brand image by combining star power with a premium housing narrative through a newly launched 360 degree marketing campaign.
The announcement is part of Casagrand’s larger vision to resonate with aspirational Indian families who are looking for thoughtfully designed homes with comfort, elegance, and state of the art amenities. The campaign centers around a television commercial that brings Genelia and Riteish into a storytelling format that blends home aspirations with lifestyle dreams. Set against the backdrop of Casagrand Caladium in Upper Kharadi, Pune, the TVC captures the couple as they explore their new home, reflecting on elements like natural sunlight, clean design, and expansive interiors that instantly feel welcoming.
Casagrand Caladium is not just about four walls. The project highlights a 13,500 square feet clubhouse, a rooftop infinity pool, an oxygen infused gym, themed gardens, and a sky cinema. With these features, the development positions itself as a residential experience that is equally functional and indulgent, tailored for the modern urban dweller.
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The campaign uses Genelia and Riteish’s on screen chemistry and off screen authenticity to underline the emotional element of home buying. Their relatability as a couple adds a human dimension to the brand, making it easier for Casagrand to connect with families looking to upgrade their lifestyle without losing the warmth of togetherness.
Speaking about the collaboration, Diptakirti Chaudhuri, Chief Marketing Officer at Casagrand, highlighted that the company sees every brand ambassador as a true extension of its values. He emphasized that the Pune launch is backed by a product that delivers more space, better connectivity, and enriched amenities. According to him, Genelia and Riteish represent that balance of aspiration and relatability that Casagrand stands for. Their presence in the campaign not only enhances brand visibility but also reinforces the promise of trust, quality, and customer first design.
The larger marketing strategy includes television, digital, out of home, and influencer led platforms to ensure that the brand's message reaches a wide and diverse audience. This also reflects Casagrand’s increasing investments in storytelling led marketing, where emotions and experiences are as important as square footage and location.
As Casagrand expands its footprint in West India, this partnership is likely to bring a strong emotional quotient to its positioning. In a competitive real estate market, aligning with known personalities who resonate with the values of a home focused audience helps brands differentiate themselves not just through properties, but through purpose.
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