Piramal Realty's 'Full Bloom' Campaign Celebrates the Present in Real Estate
Piramal Realty's 'Full Bloom' campaign for Piramal Aranya in Byculla is a refreshing take on real estate marketing, focusing on the joy of the present rather than distant promises.
Real EstateMarketingPiramal RealtyStorytellingFull BloomReal EstateSep 09, 2025
With two towers already delivered, the third topped out, and the podium alive with amenities and activity, Piramal Aranya is more than a plan on paper — it is a community in full bloom. The Full Bloom campaign is a reflection of that confidence.
Challenging category conventions
Most real estate launches focus on what’s to come years later — homes, amenities, and communities that are still under construction. Piramal Realty spotted an opportunity to shift the lens. Why should customers wait and buy a home in potential, instead they offered them a chance to own a home in a thriving community.
This insight led to Full Bloom: a campaign that brings together nature, architecture, and lifestyle in their most flourishing form. As the CEO, Piramal Realty, Abhijeet Maheshwari explains, “Full bloom is the celebration of the final and most exciting phase of our landmark development Piramal Aranya, Byculla - where community, landscape and lifestyle are fully alive and thriving. With the first 2 towers and the podium delivered, this is a great chance to be a part of something beautiful that's already in 'FULL BLOOM'.”
Storytelling over selling
The campaign stayed clear of conventional real estate advertising tropes. Instead, it leaned on storytelling and celebration. The campaign garnered coverage across 320+ publications amplifying the message, while OOH and digital takeovers ensured citywide visibility. Further, the website was refreshed with Full Bloom narratives, and 2 films that captured residents already living the Piramal Aranya lifestyle.
Adding a personal and relatable dimension, the brand collaborated with actor Shalini Pandey, who took the audience on a tour of the blooming property.
Taking the experience offline
Beyond media, Full Bloom came alive through curated experiences. The sales centre was transformed into a lush, garden-inspired space. A month-long flower exhibition, inspired by the neighbouring Rani Baug Botanical Gardens, brought vibrancy to the project. Up next is a Floral Art Exhibition curated with the Piramal Art Foundation, where renowned artists will introduce customers to floral art forms, immersing them in art and nature.
Why it stands out
What makes this campaign distinctive is its confidence. Piramal Realty avoided urgency and scarcity messaging and instead celebrated what is already delivered and thriving.
As Kyron Dinshaw, Head of Marketing at Piramal Realty, puts it: “Rather than resort to urgency-driven clichés, we chose to celebrate what’s already thriving, in full bloom. We relied on the power of real storytelling in marketing.”
With Full Bloom, Piramal Realty has not only marketed a project but also reframed how real estate storytelling can be — meaningful, experiential, and rooted in the now.
Frequently Asked Questions
What is the 'Full Bloom' campaign about?
The 'Full Bloom' campaign by Piramal Realty celebrates the present state of Piramal Aranya in Byculla, highlighting the already thriving community and amenities.
How is Piramal Realty's approach different from other real estate developers?
Piramal Realty focuses on the present and what is already delivered, rather than future promises and distant plans, making their campaign stand out.
Who is Abhijeet Maheshwari and what is his role in the campaign?
Abhijeet Maheshwari is the CEO of Piramal Realty. He explains that 'Full Bloom' celebrates the final and most exciting phase of Piramal Aranya, where the community is fully alive and thriving.
What kind of media and offline experiences were part of the campaign?
The campaign included coverage in over 320 publications, OOH and digital takeovers, a refreshed website, two films, and offline experiences like a month-long flower exhibition and a Floral Art Exhibition.
Who is Shalini Pandey and how did she contribute to the campaign?
Shalini Pandey is an actor who collaborated with Piramal Realty to take the audience on a tour of the blooming property, adding a personal and relatable dimension to the campaign.
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