To redefine real estate marketing in the region, Imtiaz Developments taps partnerships with Hrithik Roshan and Khabib Nurmagomedov.
Imtiaz Developments has launched a campaign featuring internationally renowned Bollywood actor Hrithik Roshan and UFC champion Khabib Nurmagomedov. The new campaign from the Dubai-based real estate developer aims to differentiate the brand by communicating with audiences on an emotional level.
This approach stems from how the real estate market in the region has evolved from a sole focus on product, as brands within the category are moving towards positioning and authentic connections with buyers.
To reflect Imtiaz Developments’ ethos of strength and sophistication, Hrithik Roshan and Khabib Nurmagomedov come together to engage in a cinematic narrative centred on discipline, ambition and the pursuit of excellence.
“At Imtiaz, we believe that what you build is a reflection of how you think,” said Masih Imtiaz, CEO of Imtiaz Developments.
“This campaign is not just about bringing two global figures together, it is about aligning with individuals who represent discipline, integrity, and excellence at the highest level,” he added.
The brand chose the two personalities for the distinct reputations they have built during their successful careers. Khabib Nurmagomedov, known for his unmatched discipline and legacy in the world of sport, brings a perspective grounded in focus and humility. Hrithik Roshan, celebrated for his versatility and continuous reinvention, represents aspiration and the relentless pursuit of growth.
“These are the same values that define our approach to development,” said Imtiaz.
The spot begins with teaser shots of the actor and the UFC champion reflecting on the achievements in their careers. The camera then follows Hrithik Roshan, accompanied with his partner, entering the Imtiaz Developments offices. Just as he tells an agent he’s in the market for a ‘dream home’ to celebrate an anniversary with his wife, Khabib Nurmagomedov cuts in to say he’s also at Imtiaz Developments looking for the same. The two then battle is out for the last remaining, highly coveted property in a satirical challenge on each of their strengths. A fight against a dance-off is proposed in a moment of tension, but Nurmagomedov is quick to concede saying “When a man makes a promise, he keeps it.”
The film then cuts to showcase the beautiful unit Hrithik secures for his wife, and her three words ‘I love it’ encapsulate the joy of their new home. The spot ends with the couple leaving the apartment only to run into their new neighbour, Khabib. A concluding message: ‘Imtiaz, A Journey To Perfection’, concludes the film.
The campaign has rolled out across digital platforms, social media, and regional media channels, supported by a series of behind-the-scenes content and narrative led storytelling pieces designed to deepen engagement and extend its reach. The film’s script was written by CEO Imtiaz and directed by acclaimed Bollywood director Siddharth Anand, while production, editing and creative development was taken on by Imtiaz Development’s in-house marketing team.
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