The Partners were engaged to develop a launch campaign for VR Bengaluru (VRB), a new kind of lifestyle experience in India’s most cosmopolitan city. Positioned as an upscale destination, VRB comprises a boutique hotel, a co-working space and a premium shopping mall in addition to a range of integrated amenities to facilitate community interaction, fitness and entertainment – including a vintage carousel! The challenge: to attract global professionals, expats and chic millennials, the core target audience for the brand. 

VRB’s imposing black structure, and its location on Whitefield Road, provided the springboard for a powerful idea: The Black Box on Whitefield Road - that tapped into a deeper universal insight around the magic and delight of a box



The campaign was ‘un-boxed’ in four phases through the soft launch in February 2016 to the grand opening on 21 May 2016. Through an integrated set of executions linking social, digital, advertising, experiential & PR as different complementary channels, the campaign progressively created intrigue, generate awareness, evoke interest and measurable engagement.