Century Real Estate Launches Bold OOH Campaign ‘The Center of Now’ in North Bengaluru
Century Real Estate, one of Bengaluru's premier real estate developers, has launched ‘The Center of Now,’ a strategic brand campaign aimed at reinforcing North Bengaluru’s position as the city’s most dynamic and fast-evolving corridor. This initiative includes a high-impact Out-of-Home (OOH) installation at Mekhri Circle, one of the city’s most prominent arterial junctions and entry points into North Bangalore.
With this activation, Century Real Estate pays homage to Bengaluru’s cultural and visual legacy. The yellow signage draws inspiration from BBMP boards, invoking nostalgia and place recognition, while symbolically linking the brand’s rich legacy with the city’s evolving trajectory. The creative expression aligns with Century’s longstanding association with Bengaluru’s development and its forward-looking vision for urban transformation.
North Bengaluru has, in recent years, emerged as a focal point for large-scale infrastructure development and capital inflow. Anchored by its proximity to the Kempegowda International Airport, the region is now home to several marquee investments, including the Foxconn manufacturing facility, the KIADB Aerospace Park, Devanahalli Business Park, and a host of technology and R&D clusters. With employment opportunities projected to exceed 4 crore in the broader region, investor confidence in North Bengaluru is steadily rising, fueling interest from homebuyers, businesses, and developers alike. The corridor has witnessed a steady rise in real estate absorption, driven by demand for integrated living, improved connectivity via Namma Metro Blue Line, STRR, BBC, and future-ready social infrastructure.
With a significant share of its current and upcoming projects concentrated in North Bengaluru across asset classes spanning commercial, residential, and plotted communities, Century Real Estate is not only one of the largest landholders in the corridor but also a key enabler of its urban evolution. The OOH campaign underscores this deep-rooted presence while setting the stage for a broader narrative anchored in opportunity, access, and foresight.
Speaking on the launch, Vikas Nair, Vice President and Head of Marketing & Communications, at Century Real Estate, said, “This campaign marks the beginning of a structured brand narrative aimed at reinforcing North Bengaluru’s position as one of the city's most significant growth corridors and marks the shift of the centre of the city towards north. Our presence in this region is backed by deep market insight, strategic land holdings, and a long-term development roadmap. The OOH installation serves as a high-visibility marker of our commitment to this geography. It sets the stage for a comprehensive brand engagement strategy that will unfold over the coming months.”
