M4G Talkies S2E2: Emanda Vaz of Embassy Group on brands, business & the AI question

What does it take to market luxury real estate when consumers aren’t simply buying a home, but imagining a better version of their lives? In the latest episode of M4G Talkies, Emanda Vaz, CMO, Embassy Group, sits down with host Meenakshi Menon, Founder, Gensxty Tribe, to unpack how marketing is evolving from communication and branding into a broader business and value-creation function. 

Speaking about luxury real estate, Emanda explains why affluent consumers are not necessarily looking for more, but for better — and why marketers have to sell the aspiration and experiences surrounding a home rather than simply its floor plan or amenities. She also discusses Embassy Group’s Mumbai campaign, where the brand chose a highly targeted OOH strategy, using 20–25 high-impact sites rather than a scattered citywide presence. For Emanda, OOH remains particularly relevant to real estate because of the role visibility and physical presence play in building trust, especially when entering a new market. 

The conversation also explores the changing role of technology and AI in marketing. While AI is helping teams work faster, create content and improve efficiencies, Emanda believes the human element remains critical. As she puts it, “AI can create a lot of content, but I don’t think it can create conviction.” She also speaks about marketing’s growing role within the business — from influencing revenue and pricing to creating customer loyalty, brand equity and long-term enterprise value. 

From the future of OOH and experiential branding to women in leadership, career longevity and the qualities required to thrive in a rapidly changing industry, the episode covers the many dimensions of modern marketing. 

Watch the full episode of M4G Talkies Season 2, Episode 2 to hear the complete conversation.