Arc Aura (Pratham Vighnaharta Infracon)
Marketing Communication
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
