HOW INDIA'S BUILDERS ARE TURNING HOMES INTO EXPERIENCES THROUGH MUSIC, WELLNESS AND MEANING

For decades, real estate marketing in India followed a familiar script. Bigger balconies. Better locations. More amenities squeezed into glossy brochures. But a quiet shift is underway. Across cities, builders and developers are realising that homes are no longer sold only on plans and prices. They are sold on feelings, experiences, and the promise of a better everyday life. Marketing campaigns are moving beyond launches and hoardings to tell stories that feel personal, participatory and emotionally grounded. Take Desh Ki Dhun, the latest edition of K Raheja Corp's Independence Day Musical Series. Instead ofa traditional patriotic film, the brand built a crowd-sourced anthem from a simple question: "Aapko kya karne se aati hai Azaadi Wali Feeling?" The answers were spontaneous and deeply human. Work, leisure, movement, rest, ambition, routine joys.

Voices were recorded across Mindspace Business Parks, K Raheja Corp Homes, Chalet Hotels, Inorbit Malls, Shoppers Stop, and even among site workers. Music became the connective tissue, stitching together every day India into a shared rhythm. The campaign did not rely on celebrity endorsements or scripted performances. Its power came from authenticity. Every beat reflected lived moments. The response was equally organic. Desh Ki Dhun generated 1.15 million views across TV screens within K Raheja Corp's own assets and close to 1.20 lakh engagements on social media.

More importantly, it reinforced the brand's identity as one that listens, observes, and stays in tune with modern India. Wellness, another once-niche idea, is now moving to the centre of real estate storytelling. Adani Realty's World of Wellness (WOW) campaign for Airica signals how far this thinking has evolved. Rather than positioning wellness as an add-on, WOW presents it as an immersive ecosystem designed into everyday living. Signature offerings such as a Salt Room, Oxygen Bar, Aqua Gym, Hydro Pool, Miyawaki Forest, Air Purifying Tower and even a thoughtfully planned Pets Park are not marketed as luxuries, but as tools to counter urban fatigue. The language of the campaign is experiential. It speaks of restoring energy, improving vitality, and reconnecting with nature inside dense urban environments. The response suggests strong resonance. WOW clocked over 3.25 million impressions and generated more than 1,015 enquiries. Developed by agency 0101 Today, the campaign positions Airica as a wellness-led habitat rather than just another residential address.

If WOW focuses on engineered wellness, Breathe the Change by Ambuja Neotia takes a more reflective route. Created for Utpalaa The Condoville, the campaign is framed as an awareness-led movement. It begins with listening. Listening to polluted air, shrinking play spaces, rising stress, lost time, and the quiet erosion of human connection in modern cities. Instead of promising instant solutions, Breathe the Change asks people to pause and acknowledge what urban living has taken away. Utpalaa The Condoville is presented as the architectural response to these realities. Every tree planted, every water system designed, every open home and shared space is positioned as an intentional choice that places well-being before convenience. The campaign's language is gentle but firm. Life before lifestyle. Health before speed. It invites people to consciously reclaim what has been lost, and to breathe better in every sense of the word.

We believe the product market is highly commoditized. In keeping with consumer needs, we have merged service with the product to create better experiences. Gera Developments' ChildCentric® Homes offer best-in-class coaching across disciplines for children, while WellnessCentric Homes™M partner with fitness, nutrition and lifestyle practitioners to deliver services at residents' doorsteps. The home becomesa platform, not just a structure. Rohit Gera, Managing Director, Gera Developments