The innovative use of ad-tech, where Lemma facilitated dynamic creative rendering through DV360 and enabled programmatic DOOH connectivity, marks a strategic shift from static brand awareness to intelligent, moment-based marketing.
NEW DELHI, 28thOct 2025 – Godrej Properties, one of India’s leading real estate developers, has set a new benchmark in luxury marketing with a dynamic Digital Out-of-Home (DOOH) campaign for its premium residential project, Godrej SORA, at the Delhi International Airport (IGI). The campaign, executed in collaboration with Lemma, a full-funnel omnichannel platform, digital agency Madison Media, and powered by Google DV360, utilized real-time flight data to deliver hyper-contextual advertising.
Godrej SORA, located in Gurugram, is an ultra-luxury project inspired by sophisticated Japanese Shibui aesthetics. To connect this unique design philosophy with its discerning, HNI audiences, Godrej Properties developed a ground-breaking strategy at the high-traffic airport location.
The Innovation: Real-Time Flight Sync
The core of the campaign was its use of real-time flight synchronization. The DOOH screens near the baggage belt dynamically updated the creative based on incoming flight information.
- The Personalized Moment: Upon the arrival of any flight from Japan, the DOOH screens instantly switched to a bespoke advertisement for SORA featuring the message: “Welcome back to Japan.” This created an immediate, emotional resonance, subtly linking the project’s Japanese design theme to the traveler’s recent journey.
- Broad Targeting: During all other times, a generic advertisement for SORA was displayed, ensuring continuous brand presence and maximizing reach across various affluent audience segments traveling through the airport.
This innovative use of ad-tech, where Lemma facilitated dynamic creative rendering through DV360 and enabled programmatic DOOH connectivity, marks a strategic shift from static brand awareness to intelligent, moment-based marketing.
Commenting on the campaign, Prerna Butani, Head of Digital Marketing, Godrej Properties, said, “At Godrej Properties, innovation has always been at the heart of our marketing approach. This collaboration with Lemma showcased how technology can transform storytelling by turning digital screens into personalized brand experiences that deliver the right message at the right moment through a perfect blend of data, context, and creativity.”
Siddharth Dabhade, CBO, Lemma said, “Traditionally, real estate brands have had limited opportunities to leverage data and moment marketing, but with Lemma’s programmatic Digital OOH capabilities, this changes. Through Lemma’s platform, integrated with DV360, we enable brands to reach HNIs at the most effective locations and moments, turning airport spaces into highly relevant, data-driven brand experiences.”
The Godrej SORA campaign is being lauded as a pioneering example of how luxury real estate brands can leverage advanced ad-tech to capture attention, build strong brand recall, and create meaningful, high-impact connections with a globally mobile audience.
