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BNW Developments appoints Swapnil Lal as Chief Marketing Officer
Ex-Sobha Realty marketer to lead global push after AED 802 million Q1 sales.
MUMBAI: In real estate, timing is everything and so is the storyteller behind it. BNW Developments has appointed Swapnil Lal as Chief Marketing Officer, signalling a sharper push into global luxury real estate narratives as the UAE-based developer scales its ambitions.
Lal brings nearly two decades of experience across India and the GCC, having previously served as Head of Marketing at Sobha Realty in the UAE and held senior leadership roles at Lodha Group. His cross-market exposure is expected to help BNW navigate both international investor sentiment and the nuances of the UAE’s fast-evolving property landscape.
The appointment comes at a pivotal moment for BNW, which reported AED 802 million in sales in Q1 2026, underscoring its growing footprint across Dubai and Ras Al Khaimah. As competition intensifies in the luxury segment, the company is looking to sharpen its brand voice while expanding its reach among globally mobile investors.
In his new role, Lal will focus on accelerating market penetration across key international channels while driving a digital-first marketing transformation. This includes full-funnel acquisition strategies and the use of AI-led tools to enhance targeting, personalisation and campaign efficiency.
The broader mandate is clear: move beyond visibility to resonance. With the UAE continuing to position itself as a premium long-term investment destination, BNW is betting on a more data-driven and culturally attuned marketing approach to stand out in a crowded luxury real estate market.
As developers race to build skylines, BNW’s latest move suggests the real competition may well be in how those stories are told.
MAM
Surya Roshni scales cross-screen campaign with VDO.AI strategy
12M plus impressions, CTV 95.28 per cent completion, display CTR beats benchmarks
MUMBAI: When screens multiply, attention fragments but smart storytelling stitches it back together. Surya Roshni has expanded its “India Bole Surya Ko YA” campaign into a cross-screen digital play, partnering with VDO.AI to build an integrated ecosystem spanning Connected TV (CTV), online video (OLV) and display formats. The move reflects a broader shift as brands look to stay consistently visible in an increasingly on-demand, multi-device consumption landscape.
In a category where purchase cycles are infrequent, the brief went beyond visibility to continuity ensuring the brand remains relevant across touchpoints rather than appearing as a one-off interruption. VDO.AI’s solution was an omnichannel strategy designed to connect screens, formats and user journeys into a single narrative flow.
CTV formed the campaign’s anchor, using immersive formats such as animated wrappers, carousel galleries and a ‘Scan to Shop Now’ QR code to convert passive viewing into active engagement. This was extended to OLV through shoppable formats, allowing users to move seamlessly from content consumption to product exploration on personal devices. Rich media display added the final push, with formats like 3D Wobble and 3D Cube introducing motion-led interactivity to drive clicks.
The results point to strong execution. The campaign delivered over 12 million impressions, with performance metrics consistently beating industry benchmarks. CTV recorded a 95.28 per cent completion rate against an 85 per cent benchmark, while OLV achieved a 57.38 per cent completion rate and a 0.25 per cent click-through rate, both above standard levels. Rich media display posted a 0.34 per cent CTR, outperforming the 0.2 per cent benchmark.
The campaign also underscores a larger industry shift from siloed campaigns to connected systems that mirror how consumers actually move across screens. By aligning storytelling with programmatic precision and audience intelligence, the initiative moves beyond impressions to measurable engagement.
As digital ecosystems evolve, the takeaway is clear, it’s no longer about being seen once, it’s about being seen everywhere, and making each moment count.
