Piramal Realty’s Innovative Approach: Turning Real Estate into a Lifestyle Experience
In a market dominated by traditional real estate marketing, Piramal Realty is redefining the game with ‘Weekenders at Piramal Vaikunth’ — an immersive six-weekend experience that allows potential buyers to live the lifestyle before committing to a purchase.
Real EstatePiramal RealtyLifestyleMarketingImmersive ExperiencesReal Estate NewsJun 24, 2025
Scheduled across June and July 2025 at Piramal Vaikunth, Thane, this first-of-its-kind activation turns the development into a living, breathing weekend destination — not just for prospects, but for the growing community that now calls Vaikunth home. From wellness mornings to creative workshops, live performances, sound healing, nature trails, and more — Weekenders is designed to let potential buyers live a weekend in the life of the project, rather than just hearing about it in a sales pitch.
“We’ve seen a clear change — customers today want to feel the place before they buy. They want to explore the space, meet future neighbors, and experience the lifestyle being proposed. Weekenders at Piramal Vaikunth gives them that,” said Abhijeet Maheshwari, CEO, Piramal Realty. “This is about going from selling flats to curating culture, emotion, and community, especially in Thane, where our development and its community is already thriving.”
This approach addresses a long-standing gap in real estate marketing: while homes are built to nurture emotion, most marketing strategies rarely inspire it. Weekenders is a direct response to this — by giving buyers an immersive sense of belonging before they commit.
The Weekenders campaign — themed across six chapters: Wellness, Energy, Biophilia, Entertainment, Culinary, and Creative — is being brought to life through a powerful mix of on-ground events, social storytelling, influencer-led content, and performance marketing. Events are RSVP-only and limited to curated guest lists for high-engagement experiences, making this a timely opportunity for fence-sitters to engage and buy with confidence.
Piramal Vaikunth, spread over 32 acres in Balkum, Thane, is a biophilic township featuring a 47,000 sq. ft. lifestyle clubhouse (Club V), and over 1.71 lakh sq. ft. of curated amenities. The divine Sri Sri Radha Govindadeva Mandir by ISKCON, housed within the township, adds a rare layer of cultural rootedness to the residential experience — a first for any gated community in Maharashtra.
By reimagining real estate marketing through immersive experiences, Piramal Realty is demonstrating what good developers in India are doing right — not just building homes but building relevance in a market that now demands more than product specs. It’s no longer about the home you sell. It’s about the world you invite them into.
Frequently Asked Questions
What is ‘Weekenders at Piramal Vaikunth’?
‘Weekenders at Piramal Vaikunth’ is a six-weekend immersive experience launched by Piramal Realty to allow potential buyers to experience the lifestyle of the project before making a purchase.
When and where is ‘Weekenders at Piramal Vaikunth’ taking place?
‘Weekenders at Piramal Vaikunth’ is scheduled across June and July 2025 at Piramal Vaikunth in Thane, India.
What are the themes of the Weekenders campaign?
The Weekenders campaign is themed across six chapters: Wellness, Energy, Biophilia, Entertainment, Culinary, and Creative.
What is the size and key features of Piramal Vaikunth?
Piramal Vaikunth is spread over 32 acres in Balkum, Thane. It features a 47,000 sq. ft. lifestyle clubhouse (Club V) and over 1.71 lakh sq. ft. of curated amenities. The township also includes the Sri Sri Radha Govindadeva Mandir by ISKCON.
How does Piramal Realty differ from traditional real estate developers?
Piramal Realty differs by focusing on creating a lifestyle experience and a sense of community rather than just selling homes. They are redefining real estate marketing through immersive and engaging experiences.
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