Mumbai, Feb 17: The House of Abhinandan Lodha (HoABL), India’s largest branded land developer, launched a mobile-first, mixed reality experience for its Codename S.E.Z. (Spiritual Economic Zone) Vrindavan project.
A simple QR code triggered a peacock to life in mixed reality, guiding viewers through an immersive visual narrative of Vrindavan, before unveiling the vision and film-led experience of Codename S.E.Z. Vrindavan. Delivered seamlessly across online and offline channels, the campaign reached ~15 million viewers in the first 24 hours.
Commenting on the campaign, Saurabh Jain, Chief Marketing Officer, The House of Abhinandan Lodha, said,
“For decades, Vrindavan has been among India’s most visited pilgrimage destinations, drawing sustained and recurring footfall. It is one of most powerful emotional landscapes where faith, heritage, and a living cultural and spiritual economy intersect. Codename S.E.Z. Vrindavan is conceived with deep respect for that legacy. Our communication reflects the same intent: to engage people in a way that doesn’t just attract attention but leaves a lasting imprint. Thoughtfully planned around devotional proximity, heritage-led design, and curated infrastructure, the project brings together sanctity and modern aspiration, positioning itself as a future-ready response to Vrindavan’s long-term evolution.
We have always believed that land buying shouldn’t feel complicated. A key differentiator has been HoABL’s digital-first land buying model, which digitises the entire journey from discovery and documentation to payments and registration backed by clear titles, regulatory approvals, and transparent processes. This activation brings that digital backbone to the forefront – one scan that connects consumers to verified information, one seamless pathway enabled by technology, and one step closer to confidence in land ownership.”
Conceptualised as the world’s only sensorial branded land development, Codename S.E.Z. Vrindavan project includes a 1 lakh+ square feet grand clubhouse and 40+ amenities aimed at creating a fully immersive living experience.
HoABL amplified the campaign through creator-led content and its own social platforms. Early campaign momentum was tracked across mixed reality engagement and social performance:
- Mixed reality engagement: 57,000 unique individuals scanned and experienced this MR journey on the day of the advertisement in The Times of India – Delhi edition at an impressive 8% scan rate.
- Social performance: Drove 2M total views across HoABL-led and influencer-led content, with overall reach touching 15 M in less than 24 hours across all social platforms.
The mixed reality experience campaign has been created in partnership with Flam, an enterprise mixed reality company that specialises in camera-led immersive storytelling. Designed to be intuitive and frictionless, the experience brings together motion, narrative and mobile interaction to deliver a new kind of brand discovery, bridging newspaper readership and smartphone behaviour in one seamless flow.