The unveiling aligns with DLF’s focused outreach to the global Indian diaspora, which accounts for a significant share of its residential customer base
18th June, 2024: In a landmark moment for global brand storytelling, DLF, India’s largest listed real estate developer, unveiled the name and first look of its newest luxury residential project, DLF Privana North, at the iconic Times Square in New York City. With this bold move, DLF brought its latest offering to the world’s most recognized stage for brand innovation and spectacle.
The grand reveal was showcased on ‘The Cube’ at 2 Times Square, a towering, three-sided digital display visible from multiple blocks and located just behind the iconic red steps, one of the world’s most photographed and shared landmarks. With six massive LED screens facing east, west, and south along 7th Avenue, Broadway, and 47th Street, the campaign captivated onlookers with its muted scarlet branding and a striking visual of Privana North’s 50-storey glazed façade towers, set against the skyline of India’s future-forward city, Gurugram. The spectacular setting and sheer visibility, reaching millions of visitors and billions more through global social media platforms, made this a strategic and symbolic location to introduce a project that represents the future of luxury living in India
Why Times Square and Why Now?
With a legacy spanning 78 years, DLF is not just a stalwart in Indian real estate but also the force behind the very imagination and urban transformation of Gurugram, India’s Millennium City. Recognizing that close to 30% of DLF’s residential sales today come from the Indian diaspora (NRIs), with nearly half of that from the U.S. alone, Times Square was a natural choice for a global premiere. This campaign was not merely about outdoor advertising; it was an assertion of DLF’s global mindset, acknowledging and celebrating its most discerning customers who live, invest, and thrive across geographies, yet feel a deep connection to India’s next-gen urban growth stories.
DLF Privana North, The Next Chapter in a Sold-Out Legacy
DLF Privana North is the most ambitious phase of the ~116-acre integrated luxury township, DLF Privana, located in Sectors 76 and 77, Gurugram. Building on the success of Privana South and Privana West, both of which sold out in under three days before their official launch, Privana North will mark a new pinnacle once launched. The project is a part of the DLF Privana neighborhood, envisioned as a luxury lifestyle destination, master-planned to become a self-sustaining, inclusive community. This unveiling has been eagerly awaited by homebuyers and investors globally for over a year, further fueling anticipation for what is poised to become the most coveted address in the new nerve centre of Gurugram.
The visual spectacle of Privana North’s debut on Times Square’s massive digital façade, against the backdrop of neon lights, global crowds, and the heartbeat of Manhattan, was more than a marketing move. It was a symbolic crossing of borders, a statement of intent, and a proud moment not only for DLF but for India’s real estate industry on the world stage.
