Mumbai, 17 February 2026: 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.
Here is a glimpse of Ad: https://www.instagram.com/reel/DUw-RzVDN5p/?igsh=aGtremcyMDh1b2k3
About The House of Abhinandan Lodha
In 2020, Mr. Abhinandan Lodha founded The House of Abhinandan Lodha (HoABL), India’s largest branded land developer, revolutionizing real estate transactions through security, technology, transparency, convenience and trust. HoABL has swiftly gained prominence by focusing on plotted developments in key locations where the governments are focused on quality infrastructure, offering a seamless and transparent experience to investors and homebuyers alike. In less than five years, HoABL had sold about 13 million sq.ft. of developed land—all without meeting a single customer face-to-face and ahead of promised timelines—and has around 34 million sq.ft. under active development. HoABL has expanded its footprint across prime locations such as Alibaug, Anjarle, Ayodhya, Vrindavan, Dapoli, Goa, Khopoli, Nagpur, and Neral in Maharashtra, with upcoming developments in Amritsar, Shimla, and Varanasi. With plans to be in 48 cities nationwide, HoABL is tapping into the growing demand for plotted developments driven by existing and upcoming infrastructure projects and the appeal of tourist destinations. HoABL has never incurred a loss nor engaged in cash burning, distinguishing itself from most new-age start-ups. Positioning itself as a tech company within the real estate sector, HoABL is a business built from scratch. HoABL has also recently forayed into Vertical Real Estate Development with two marquee projects in South Mumbai and one in North Mumbai totalling 3.1 million sq.ft.
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