The Final Masterpiece – Rayansh at Vana

To mark the launch of Rayansh at VANA, the final tower at Piramal Revanta, Piramal Realty unveiled “The Final Masterpiece” — a digital-first campaign crafted to be immersive and emotionally rich rather than transactional. At the heart of this narrative was VANA, a three-acre green paradise within Revanta, positioned as a tranquil, nature-rich sanctuary amidst Mumbai’s urban bustle. The campaign brought this vision alive through the symbolic storytelling element of the mystical Sunbird, guiding influencers on journeys of discovery that blended natural serenity with refined living.
Though VANA is still under development, the lifestyle promise was captured authentically through real on-site shoots within Revanta’s already thriving ecosystem. This gave audiences a glimpse of what awaits, not through glossy renderings, but through lived moments.
The campaign was executed in three phases: Teaser (to build intrigue), EOI (Expression of Interest), and Launch (grand reveal). Its core objective was to drive awareness, build emotional connection and generate high digital engagement leading into the EOI phase.
To promote the campaign, a variety of digital-first content formats were utilized. These included a conceptual teaser film, influencer-led short films (Instagram Reels), and a grand reveal launch video that featured all influencers coming together.
The content marketing strategy was carefully aligned with the defined target audience. Influencer voices were chosen to resonate with Mumbai’s premium segment — urban, aspirational and style-conscious. Storytelling was emotionally led rather than product-heavy, connecting with HNIs who seek experiences beyond amenities. Instagram Reels were structured like mini journeys, showcasing nature, luxury and moments of discovery — mirroring what the audience desires in a future home. Strategic scheduling during peak hours ensured maximum reach and organic traction, while conversations were encouraged through comments, polls and story engagements, going beyond impressions to build meaningful dialogue.
What set this campaign apart was its unique storytelling-driven approach. Instead of relying on typical sales-heavy communication, the campaign used the Sunbird as a symbolic thread connecting all phases, maintaining consistency and intrigue throughout. Influencers were shown exploring the space, not endorsing it, keeping the tone authentic and relatable. The campaign highlighted the seamless blend of nature and modern living without focusing solely on property features. Most importantly, it delivered strong organic results with zero paid media, further reinforcing its success.
About Piramal Realty
Founded in 2012, Piramal Realty, the real estate development arm of Piramal Group, is one of India's leading developers with 13 Mn. sq. ft. of residential and commercial real estate under development in and around Mumbai. Piramal Realty aims to set gold standards in architectural design, quality, safety and customer centricity in both residential and commercial real estate. Piramal Realty’s design philosophy celebrates the harmonious integration of nature, light, air and thoughtful living — making each development a space to grow, connect and thrive.