How DLF uses content marketing to build trust and win over customers In episode two of Pepper Content’s Top of the Funnel series, DLF CMO Karan Kumar talks about the changing role of content marketing and storytelling in real estate. 0 claps Share on “If you need storytelling to sell a Rs 5 or Rs 10 packet of biscuits, then you need storytelling to sell a product that is worth Rs 2.5 crore, Rs 3 crore, or Rs 30 crore,” says Karan Kumar, Chief Marketing Officer, DLF. The real estate industry in India is plagued by several challenges. One big challenge that stands in the way of marketers and sellers is the lack of trust and transparency between the customer and the builder. When Karan Kumar took up the position as DLF’s first-ever CMO, he was clear that it would be his problem to solve.