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PIRAMAL MAHALAXMI
A LUXURIOUS TRILOGY STORY

Heading

Client: Piramal Realty

Year: 2020-Present

Industry: Real Estate

Location: India

Status

In Progress

Awards

Transform Awards

What we did

Brand Strategy & Positioning

360° Brand Ecosystem

Brand Film

Brand Guidelines

Brand Identity

Custom Typography

Custom Iconography

Motion Graphics

Digital

OWN THE ADDRESS
In just three years, we partnered with Piramal Realty to launch an exclusive three-phase project in the prestigious Mahalaxmi district of South Mumbai. Our collaborative approach and agile strategy gave rise to a forward-looking brand built on a strong conceptual foundation, perfectly aligned with the project's futuristic vision. This partnership not only enabled Piramal Realty to seize new market opportunities but also led to significant portfolio expansion and remarkable success.

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CONTEXT & BACKGROUND

01.

Piramal Mahalaxmi was a phased project where Tower I, II, and III were launched in three different phases. Each phase was further divided into pre-launch, launch, and post-launch stages. We carried out a 360-degree branding exercise for all three phases.

02.

The birth of Piramal Mahalaxmi began with a joint venture between RUYA and Piramal Realty's marketing team. The name 'Piramal Mahalaxmi' was finalised. The first part, 'Piramal,' paid homage to the parent brand, while 'Mahalaxmi' was a nod to the project's prestigious location. Together, they wove a tale of luxury and sophistication.

03.

Location and distinctive offerings sway investor choices. We integrated this understanding with the project's core value, giving birth to the tagline 'Own the Address.' This phrase embodies the idea of making a prestigious address your very own, echoing through our brand pillars of “Iconic Location”, “Urban Sanctuary”, and “Effortless Living.”

BRAND STRATEGY & POSITIONING

Brand Main Concept

A TRILOGY STORY

As the final chapter of our phased project in South Mumbai was about to unfold, we faced an exciting challenge—how to encapsulate the essence of this momentous occasion. The launch of the third and final tower marked the completion of our visionary project, and we wanted to celebrate it in style. Thus, the campaign "A Trilogy Awaits" was born. It conveyed the grandeur of the project and invited our audience to be part of this triumphant trilogy, where each tower was a masterpiece in its own right. This campaign became the beacon that guided our audience on their journey to experience the ultimate in urban living.

MASTERPLAN & SOUTH TOWER
BRAND DEVELOPMENT & ECOSYSTEM

Brandmark

The Horse Racecourse Emblem

The inspiration for the brandmark was derived from the Mahalaxmi Racecourse, where the rings depict the racecourse tracks with the initials of the brand name 'P' and 'M' inscribed in the centre and the brand name written separately.

The Racecourse Patterns

A brand pattern inspired by the brandmark was created and applied consistently across all collateral materials. This intricate pattern exemplified grandeur and sophistication in the brand's visual identity.

Print, Digital & Collaterals

IMC Campaign and OOH Branding

When Tower I, also known as the South Tower, was launched, it marked a significant milestone in the Piramal Mahalaxmi project. To make this occasion even more impactful, we orchestrated a front-cover newspaper spread with special features in prominent publications such as the "Times of India" and others. We also executed highly effective out-of-home branding initiatives and launched targeted digital campaigns. These integrated efforts culminated in an overwhelming response, resulting in an oversubscription of the project.

AWARDED TONE OF VOICE & MESSAGING

A deserving voice to South Mumbai’s most eminent landmark.

We crafted an awarding, confident and aspirational tone of voice and messaging for the Piramal Mahalaxmi brand. Messages like "Own the Address," "A Trilogy Awaits," “Lifetime Views”, and "Connoisseurs of Life" resonated profoundly with the target audience, effectively conveying the brand's promise of prestigious living, unique experiences, and the allure of a distinguished address. This TOV captured the project's essence and established a strong emotional connection with potential buyers and investors.

PHOTOSHOOT & VIDEOSHOOT
WITH RAHUL DRAVID & FARHAN AKHTAR

A Photoshoot with Rahul Dravid

Piramal Realty ventured into brand endorsement for the first time and appointed Rahul Dravid, the former Indian cricket captain, as the brand's face. Collaborating closely with Piramal Realty, RUYA was pivotal in orchestrating successful campaigns, including a photoshoot, to promote this exciting brand partnership.

LIFESTYLE PHOTOSHOOT & BRAND FILM

3D VISUALIZATION & CGI

An Endless CGI library

Our team meticulously handled the 3D visualization and CGI for all three towers within the Piramal Mahalaxmi project, ensuring that the photorealistic renders authentically portrayed the opulence and grandeur of these remarkable structures.

SIGNAGE & WAYFINDING

Luxury Signals for the Three Towers

We meticulously aligned the wayfinding, signage, and sales center experience with the brand, ensuring a cohesive and engaging experience for our audience. Every touchpoint was personalised to create a seamless customer journey, making the process of exploring and investing in Piramal Mahalaxmi as smooth and enjoyable as possible.

SALES CENTER EXPERIENCE

CENTRAL TOWER SUB-BRAND ECOSYSTEM

Phase 2: Central Tower

Following the highly successful launch of the South Tower, Piramal Mahalaxmi's Tower I, we embarked on a comprehensive 360-degree branding journey for the project's second phase, Tower II, also known as the Central Tower. While crafting a new visual and verbal identity system, we ensured it harmoniously aligned with the essence of the first brand. This continuity allowed us to maintain a sense of familiarity while introducing fresh and exciting elements to captivate our audience.

NORTH TOWER SUB-BRAND ECOSYSTEM

Phase 3: North Tower

After the triumphant launch of the Centre Tower, Piramal Mahalaxmi's Tower I, we embarked on a comprehensive 360-degree branding journey for the project's second phase, Tower II, also known as the North Tower. The brand's visual and verbal identity resonated seamlessly with the audience, preserving a sense of familiarity while introducing innovative and captivating elements that continued to captivate our audience.

Specialized Inventory CampaignS

Special Campaigns for different project’s phases

A brilliant and effective IMC campaign and OOH branding was conducted where the Times of India and Hindustan Times newspaper ads ran in major cities alongside the digital ads and emailers. There was a record-breaking launch in Mumbai where the client sold AED 1.35 billion in 3 weeks and there was an oversubscription of 80% in the unit sales for Tower I. The other towers i.e. Tower II and III also had an oversubscription in the first week of launch.

Rahoul Dravid & Farhan Akhtar’s Signatures

Rahoul Dravid & Farhan Akhtar

Communiqué Quarterly Campaign