The partnership has unfolded across the full surface of a parent brand. Campaign branding and key visuals, 3D and AI films, CGI, the Coffee Table Book, the tunnel branding inside the experience centre, a bespoke soundscape, and the quieter daily decisions that compound into a system that lasts.
The flagship is Birla Punya, in Pune. Each amenity was rendered as a cinematic frame, sequenced into a film series, and carried through into the campaign, the print, and the space itself.
What follows is a parent-brand case study, structured by initiative.
Birla Punya rises beside the confluence of the Mula and Mutha rivers. Each amenity was rendered as a cinematic 3D frame, then sequenced into a film series for the launch.
Light set as architecture, not as brochure. A body of work that reads as place, not product.
CGI city films · Photography-grade rendersAround the films sits the campaign system. Hero key visuals for the launch, each holding a single moment of the address, the balcony, the river, the park, the pool. Photography-grade renders that carry the same architectural quietness as the films.
The visuals were built to scale, from a phone feed to a citywide hoarding, without losing their register.
Campaign hero renders · Print · OOH
Between launches, the brand has to live somewhere. In the render mailers, the milestone updates, the small marketing pieces that arrive in inboxes for months after a campaign has faded.
The unglamorous work that holds a system in place between hero moments, buyer correspondence, festive greetings, retention sequences, the closest the brand gets to a private conversation.
Render mailers · Buyer · Milestone · Festive
Inside the experience centre, the tunnel branding is a layered architectural walk-through. Pune’s heritage as introduction, before the homes themselves. The hibiscus bloom on the façade, the Bhaja arch geometry on the windows, the Lohagarh Fort silhouette on the clubhouse.
Underneath the visual layer, a bespoke soundscape composed for the walk. It enters as ambient. It rises as the buyer reaches the central plinth. The quietest piece of work in the system. Arguably the most considered.
Space design · Tunnel creative 268 × 8 ft
The signature hardback is the brand’s most considered piece of print. It moves through the LifeDesigned philosophy, the Pune setting and its layered heritage, the architecture, a façade drawn from the hibiscus bloom, windows reinterpreting Bhaja arches, a clubhouse terraced after Lohagarh Fort.
“For over 125 years, the Aditya Birla Group has shaped industries that form part of everyday life. In 2016, the Group brought this legacy into real estate.”
Coffee-Table Book · 100+ pages, hardback