SKY (Vinay Unique Group)
Background
SKY is a residential tower project in Virar offering a lifestyle-led housing experience for middle-income homebuyers. Despite strong product offerings like the skydeck and varied amenities, the project lacked a clear communication hook that could emotionally differentiate it in a crowded suburban market.
Objective
To create a distinct positioning for SKY that captures its emotional and experiential value—moving away from transactional real estate language. The goal was to:
Create a high-recall brand identity
Establish SKY as not just another tower, but Virar’s landmark
Highlight the skydeck and amenity-rich lifestyle as key differentiators
What did we do
- Introduced the core positioning line: “Live. Play. Experience.” to encapsulate the lifestyle promise in three high-impact words
- Framed SKY as “Virar’s Landmark”, with the skydeck serving as both a literal and symbolic hero feature
- Designed key visuals and campaign creatives that emotionally anchor the tower as an aspiration, not just an address
- Developed a layered communication approach:
- Live – Home, comfort, security
- Play – Amenities, family time, engagement
- Experience – Skydeck, view, aspiration
- Built a modular creative system for future phases, with room for hyperlocal and lifestyle-specific extensions
Impact
Delivered a visually stunning, high-recall brand identity in the Virar micro-market
The campaign grabbed significant eyeballs across digital and outdoor, standing out from category clutter
Contributed to increased site footfalls and project enquiries, especially from aspirational buyers
“Live. Play. Experience.” became a signature identity line for SKY, adaptable for future phases and brand extensions
