“One of the key things in marketing is to ensure that your ROI is in check. Every campaign should have a measurable return on investment.”
Entrepreneurs Today recently reached out to Ashish Chablani, the Assistant Vice President and Head of Marketing for the MMR region at Runwal Realty, where he leads marketing efforts.
With over 16 years of experience in brand management, customer experience, and engagement, Ashish holds an MBA in Marketing and has a diverse background spanning the real estate, infrastructure, and FMCG sectors.
In his current role, he oversees integrated marketing strategies, ensuring alignment with sales objectives across major cities like Mumbai and Thane. During his earlier tenure, he also oversaw other markets such as Delhi, Bengaluru, and international regions. His expertise extends to corporate communications, media planning, and new product development, consistently driving brand success through competitive and consumer insights.
“So far, I’ve handled almost 27 residential and retail projects, covering mid-market, luxury, and other diverse sectors. I’ve managed six brands, launched 47 campaigns, and been involved in 17 product launches and rebranding initiatives.”
Early Start
Ashish began his career with Kaya and later transitioned into real estate and infrastructure. In real estate, he handles both the creative aspects and the ROI-driven side of things, allowing him to balance both left-brain and right-brain approaches. As he says:
“Creativity is one of my key strengths, but I also ensure campaigns are driven by measurable returns.”
In terms of digital marketing, he is currently planning to pursue an advanced course to enhance his skill set. Ashish also mentions:
“One of my key passions is customer experience, particularly the customer journey and experiential marketing. Over the past five years, I have worked on enhancing customer site experiences through partnerships with various AI-enabled tech companies that improve the overall customer-sales interaction. I have also initiated customer loyalty programs in previous roles, ensuring long-term customer engagements. I’m actively involved in mentoring new MBA interns and am associated with colleges, where I offer insights into how marketing is evolving in the real estate industry.”
Interviewer: What led you to choose real estate marketing as your career, and what factors influenced it?
Ashish: “I actually started my journey in sales within the FMCG/Retail sector. Initially, I always wanted to pursue brand management, but when I graduated in 2009, we were going through a recession, and brand management opportunities were limited. I began with sales and retail operations, which was my focus until I transitioned to real estate. My first break in marketing came at Indiabulls Real Estate, where I had to learn the ropes on the job.”
Tailored Marketing Strategies
Ashish shapes his marketing strategies through precise market research and competitor analysis. He tailors campaigns based on geography, adapting to local dynamics and needs.
For example, in his previous roles, Ashish led the launch of Jodhpur’s first mall, basing the strategy on direct engagement with local retailers and understanding local demand. In Sonipat, he crafted a residential township campaign focused on safety and security as pivotal aspects of the entire township planning. Additionally, when he led the launch in Pune—a new segment for the brand that ventured into affordable housing for the first time—he faced the marketing challenge of communicating the luxury aspect. This led to the creation of the concept of “Affordable Luxury,” which was marketed aggressively in that micro-market.
His work across diverse markets like Ahmedabad and Visakhapatnam is guided by adapting core marketing principles—product, price, place, and promotion—to effectively meet local conditions.
Troubled Waters
In a market such as Mumbai’s, Ashish Chablani has faced significant challenges, particularly around product differentiation and meeting consumer expectations in saturated micro-markets.
One example is a project launch in Thane under Runwal Realty. Runwal has a strong reputation in the area, the competition required a well-researched approach to stand out.
Through extensive market research conducted by the Sales and Marketing team, management identified a demand for open spaces, spacious homes, and luxurious amenities. This research was then translated into a more focused campaign aligned with customer needs. Working closely with the design team, he ensured the product development was aligned with these needs. He reveals:
“Marketing is involved right from the product development stage to ensure the tone of communication is aligned, which then differentiates us within the micro-market. We also focus on differentiating the product within the micro-market.”
One of the marketing launches Ashish was part of was Runwal Lands End at Kolshet Road, Thane, which focused on “Land, Water, Sky Homes.” The campaign was based on the USP of 75% open spaces with over 70+ amenities in a 10-acre land parcel.
Another launch was “25 Hour Life” at Ghodbunder Road, Thane, which was based on six principles—Live, Work, Learn, Eat, Play, And Shop. The “25 Hour Life” concept emphasized how the proximity of essential amenities gives residents more time in their day, a subtle but effective differentiation in a highly competitive market. This clear, focused messaging helped position the project as offering an upgraded lifestyle with added convenience.
Celebrating Feats
Ashish’s recent achievements include being awarded “40 Under 40” by Business World Marketing, which is a pan-India recognition across all marketing industries and sectors. He was also awarded “Best Residential Marketer” by the Bharat Udyog Gaurav (BUG) Awards, celebrating the achievements of Micro, Small, and Medium Enterprises (MSMEs). Additionally, he has chaired panel discussions for platforms like SAP, ET Brand Equity, and Realty Plus on topics addressing “Customer Centricity.”
What the Future Holds
For the company, the goal this year is to remain customer-focused and raise the bar in terms of customer experience and engagement. The company is gearing up for new launches in different micro-markets, and they are excited to strategize innovative ways to market these projects.
Personally, Ashish’s growth plan focuses on developing both hard and soft skills that enhance strategic marketing abilities and leadership capabilities. He aims to stay updated on the latest trends in digital marketing, pursue certifications like the Advanced CMO program from reputed international institutes, and experiment with new AI-driven technologies and experiences.
The Takeaways
The key lesson for Ashish has been the value of strategic adaptability. The market is ever-changing, and success requires continuously refining strategies, embracing new technologies, and staying customer-focused. Adaptability, combined with a data-driven approach, is essential for long-term success.
Interviewer: Who has been your biggest mentor or source of inspiration throughout your career?
Ashish: “Throughout my career, I’ve been fortunate to have different mentors who have helped me evolve from my journey as a Manager to becoming an Assistant Vice President. I’m still blessed with amazing industry leaders guiding me. My current mentor, Mr. Sandeep Runwal, Managing Director of Runwal Realty, has also invested a lot of faith, confidence, and empowerment in me at this stage of my career.”
