M3M Jacob & Co: Worth the Hype?

Hey everyone, saw this video about the M3M Jacob & Co project in Noida Sec 97. Looks super fancy! I'm curious, is the location really as good as they say, being right on the Noida-Greater Noida Expressway? And what's everyone's take on 'branded residences' anyway? Is it just a gimmick, or does it actually add value? Thoughts?