Setting a bold new benchmark in real estate marketing, Hubtown Limited has launched a groundbreaking 3D anamorphic Out-of-Home (OOH) campaign across Mumbai for its premier residential project, Rising City at Ghatkopar East.
Moving away from traditional static billboards, this highly interactive campaign transforms how developers communicate trust, readiness, and opportunity by highlighting that Rising City is now officially OC-ready.
The centerpiece of the campaign is a hyper-realistic 3D digital animation that appears to shatter the physical boundaries of the billboard. A giant, imposing fist crashes through the digital “glass” screen, unfurling to reveal a gleaming golden key. This powerful visual is accompanied by a direct, thought-provoking message: “Everyone talks about OC received. But how many developers hand you the key… literally?” In Mumbai’s highly competitive real estate market, achieving an Occupancy Certificate (OC) is a critical milestone that often gets lost in industry jargon. Hubtown’s campaign slices through this noise, translating the “OC-ready” status into a visceral, emotional promise of immediate possession.
Beyond the technological marvel of the display, the campaign delivers a highly compelling financial proposition. As the 3D hand presents the key to the OC-ready township, the screen displays the campaign’s core call to action: “The key to owning your dream home, is just 1% away.”
This seamlessly merges cutting-edge visual innovation with an unbeatable, accessible consumer opportunity for immediate move-in.
Strategically placed across high-traffic arterial roads in Mumbai, the ‘shattered glass’ effect is designed for both the naked eye and the smartphone camera. It encourages commuters to capture and share the spectacle on social media, organically amplifying the campaign’s reach.
Speaking on the launch of this disruptive campaign, Rupam Dey, Head – Marketing & Brand at Hubtown Limited, shared his vision:
“In today’s cluttered advertising landscape, simply announcing an ‘OC Received’ status is no longer enough to capture the imagination of the modern homebuyer. We wanted to move beyond traditional two-dimensional promises and deliver an experience that is as tangible and impactful as the homes we build. This 3D anamorphic campaign does exactly that—it literally breaks the fourth wall. By having a giant fist shatter the screen to hand over the key, we are sending a bold, unmistakable message: Rising City is fully OC-ready, and Hubtown doesn’t just make promises; we deliver reality.
Fusing this technological innovation with our ‘just 1% away’ offer ensures that the awe of the medium immediately translates into a genuine opportunity for our customers to move into their dream homes today.”
The Rising City campaign is currently live across multiple prime touchpoints in Mumbai. Residents are encouraged to “Keep an eye out!” as Hubtown continues to redefine the high life.
