Real estate is expensive in Mumbai, and real estate in the central business district of Bandra-Kurla Complex is even more expensive. The Wadhwa Group of Developers hired Tailor in December 2012 (depressed commercial market) to help sell over 3,00,000 sq feet of office space at a rate which was 20% higher than the prevailing market rate. After only two rounds of press and outdoor advertising, the company had generated a strong pipeline for sales. BKC’s most iconic building, The Capital, was all sold out before 31 March 2013, with media budget to spare.

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