Birla Estates’ T20 2025 campaign is a masterclass in purpose-driven marketing. As a result of seamlessly blending India’s twin passions—cricket and homeownership—the brand creates an emotionally resonant narrative that not only grabs attention but also builds long-term brand equity.
Emotion-Driven Storytelling at the Core
Instead of relying solely on celebrity association or product push, Birla Estates tells a story—“Every sq. ft. tells a story”—that emotionally engages its audience. The campaign doesn’t just sell real estate; it sells aspirations, memories, and legacy. This shift from transactional messaging to emotional storytelling creates deeper, more meaningful brand connections.
Strategic Celebrity Integration
The choice of Virat Kohli, Bhuvneshwar Kumar, and Krunal Pandya aligns perfectly with Birla Estates’ values of excellence, resilience, and ambition. These athletes aren’t just crowd-pullers—they are relatable icons who embody the highs and lows of a journey, just like homebuyers.
Purpose Meets Platform
The campaign brilliantly leverages the high-octane IPL platform to promote not just homes but a philosophy of meaningful living. This positioning helps Birla Estates stand out in a crowded market where most players speak only of price or location.
Performance-Driven Strategy
Building on the previous season’s campaign metrics—41.3M impressions and a 10M+ reach, which clearly reflect the brand’s ability to balance creativity with measurable outcomes—the brand is now gearing up for a 360° rollout in 2025 with digital-first assets, social media storytelling, and on-ground activations, resulting in a full-funnel campaign aimed at driving both awareness and consideration
StoriesPerSqFt as a Long-Term Brand Asset
By anchoring the campaign in #StoriesPerSqFt, Birla Estates has created a flexible, ownable idea that can extend well beyond cricket. This hashtag has the potential to evolve into a powerful brand property.
Content Writing
Video Marketing
Graphic Design
Lead Magnet Creation
Content Marketing