How Developers Like Piramal Realty Are Moving Beyond Brochures to Build Trust, Emotion, and Engagement.
Mumbai, 24th June 2025 : In a category long
dominated by brochures, floor plans, and CGI walkthroughs, a quiet but
significant shift is underway. Today’s real estate buyer — especially in the
premium segment — is not just buying a home, they’re buying into a lifestyle.
Recognizing this shift, Piramal Realty has launched ‘Weekenders
at Piramal Vaikunth’ — an immersive, six-weekend experience that
redefines how real estate is marketed, experienced, and ultimately chosen.
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 neighbours,
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.
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 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 innovative developments not only capture a cutting-edge and
contemporary ethos but also aim to adopt a more intuitive interpretation of
luxury. This distinctive approach celebrates the harmonious integration of
nature, greenery, spaciousness, natural light, ventilation and the inherent
connection with biophilia encapsulating the essence of community living.