102 Downtown
Paradigm Realty
Oshiwara
Strategy & Positioning, Branding, Design, Copywriting, oversight and creative development for offline and online platforms.
Inspired by the dynamic essence of Dubai's downtown living, we envisioned Oshiwara as a global living sensation. With cosmopolitan energy echoing Dubai's vibes, our campaign showcased Oshiwara as the intersection where international allure effortlessly mingles with local charm—a unique canvas of global living in the heart of the city.
Transforming Oshiwara into "Mumbai's exclusive global living destination" and introducing the downtown life concept came with its set of challenges. Bringing the Dubai ambiance to the city without a flight proved to be a significant hurdle. To overcome this, meticulous planning was necessary for the seamless integration of the location with the global living concept, ensuring it aligned with the local vibe while incorporating an international touch.
Lost in the map, Oshiwara needed a spotlight, so we asked ourselves, "How do you make the unfamiliar a sensation?"
Addressing the challenge of bringing Dubai's vibe to Mumbai without a flight, we carefully planned to connect Oshiwara with the global living concept. The execution of 102 Downtown fused Mumbai and Dubai's charm, establishing it as "Mumbai's only global living destination.
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