The teaser campaign prior to the launch made people believe that a little puppy had gone missing. The entire city was bombarded with seemingly genuine requests to help find the little puppy. The response was overwhelming. After a week, it was revealed that Rusty had been found inside a villa at Rohan Madhuban; thus enabling the unique and successful launch of the property, and highlighting the spacious nature of the same.

The campaign generated an overwhelming response, generating more than 250 calls on the weekend after the launch, as well as countless emails. For Rohan Builders, the campaign meant all 42 villas were booked in just a week’s time. Business worth US$ 1.2 million was conducted in just 5 weeks following the launch.