Teen Din Ka Mauka Case Study

Project overview

Unique Builders needed a bold, market-moving idea to Offload significant inventory quickly and reignite interest in real estate among skeptical buyers by maintaining their brand credibility while experimenting with price transparency

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The campaign took place during a real estate slowdown in 2012, when property sales across Rajasthan were at a low.
Developer inventory was piling up, especially across mid-segment projects.
Buyer sentiment was cold, with limited urgency or motivation to invest.
Traditional developers were reluctant to publicly offer discounts, fearing it would dilute their brand value.

Conventional marketing efforts had limited impact, failing to generate meaningful leads or conversions.

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How Nine Degree addressed it

We proposed a disruptive concept: “Teen Dan Ka Mauka” - a bold, open-discount, limited-time campaign inspired by e-commerce sales frenzies like Flipkart’s Big Billion Days.

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Instead of hush-hush negotiations, the campaign proudly proclaimed discounts of ₹300 per sq. ft. up to ₹3 lakhs - across 24 different projects ranging from villas and apartments to commercial spaces.

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City-wise Weekend Sales Events: A 3-day (and in Jaipur, extended to 7-day) sales exhibition in each city.
On-Site Events: Hosted at Unique Builders’ local offices to simulate a real-estate fair environment.
Print + Outdoor Blitz: Newspaper ads, hoardings, and synchronized media buys.
Radio & Jingle Promotion: Regional radio stations broadcast catchy jingles to build anticipation.
IVR & Lead Generation: Inquiries were routed via dedicated IVR setups, driving walk-ins.

We turned what could have been seen as a fire sale into an event-based property carnival, infusing urgency and transparency - a rarity in this industry at the time.