Brands Digital Featured Opinion

Shantelle Nagarajan

posted on Apr. 11, 2025 at 5:19 pm

Sharing stories in the digital age

Shantelle Nagarajan

posted on Apr. 11, 2025 at 5:19 pm

Sobha Realty’s Ashish Parakh explains why sharing stories remains a marketer’s most powerful tool to connect with people and foster true engagement.

Ashish Parakh, Group Chief Sales and Marketing Officer, Sobha Realty

We live in a world where everything seems to happen online. And similar to almost all other industries, most real estate companies have responded to this evolving digital reality by giving increased focus to online ads, digital content and social media content.
But sometimes, amid all this digital noise, it is easy to lose something crucial: The human connection – and especially in the real estate sector, where customers are looking for a space they can call home. As we all know, buying a home isn’t just about numbers and square footage; it’s about dreams, aspirations and finding a place to belong.
That is why marketeers are increasingly focusing on “transmedia marketing”. The t

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Tags:Ashish Parakh BrandFocus digital marketing OOH sharing stories social media storytelling

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.