Arc Aura (Pratham Vighnaharta Infracon)
Background
Arc Aura is a premium yet affordably priced residential project located in the heart of Andheri West—one of Mumbai’s most sought-after neighbourhoods. With rooftop amenities, a strategic location, and an unbeatable price point, the brand had all the product strengths but needed a powerful, relatable, and premium-facing communication strategy to do justice to its offering in a highly competitive micro-market.
Objective
To create a high-impact brand campaign that clearly positions Arc Aura as Andheri’s most desirable address, with a balance of relatability and aspiration. The campaign needed to:
Emphasize location and price as dual USPs
Reflect the urban, aspirational lifestyle of young homebuyers and investors
Maintain premium visual language while staying grounded in accessibility
Cut through the real estate clutter of Mumbai’s western suburbs
What did we do
- Developed the sharp and bold positioning statement: “Andheri’s Best”, to establish instant local authority and memorability
- Hinglish-based executions to resonate with a modern, metro audience
- Highlighted key product USPs (location, rooftop amenities, price) through clean, high-contrast visuals and assertive copy
- Deployed the campaign across a 360° rollout:
- Hoardings and pole branding across Mumbai
- Digital and social media creatives
- Festive campaigns with branded adaptations
- Sales office communication and flyers
Impact
Strong brand recall established in Andheri West micro-market through the “Andheri’s Best” campaign
Campaign significantly boosted awareness and walk-ins during the launch phase
Helped Arc Aura stand apart from price-led or generic real estate ads, positioning it as a smart lifestyle choice
Visual and tonal consistency across channels ensured seamless marketing integration, with creatives reused across festive, digital, and print formats
