Mumbai: Birla Estates, a wholly-owned subsidiary of Aditya Birla Real Estate Limited, has launched its much-anticipated Indian T20 season 2025 campaign with cricketing stalwarts Virat Kohli, Bhuvneshwar Kumar, and Krunal Pandya. Titled “Every sq.ft. tells a story,” the campaign beautifully celebrates the aspirations, dreams, and emotions that define every homebuyer’s journey—echoing the highs and lows experienced on the cricket field.
Taking its association with cricket to the next level, Birla Estates has joined as a Principal Sponsor of Royal Challengers Bengaluru (RCB) for the upcoming season. This marks the fourth consecutive year of partnership between Birla Estates and RCB, further strengthening a relationship rooted in shared values of ambition, perseverance, and excellence.
The campaign, conceptualised and produced by leading creative agency McCann, delivers three engaging digital films that draw a powerful parallel between the Chinnaswamy Stadium—home to RCB—and homes built by Birla Estates. The films underscore how every square foot of ground—be it on the field or at home—holds extraordinary stories, moments, and memories.
The video narrative contrasts intense moments on the cricket pitch, such as the vulnerability of defeat in “15 sq. ft.” with the glory of game-changing catches in “5 sq. ft.” The storytelling then transitions into the warmth of home, closing with the poignant message: “Homes where every sq. ft. tells a story.” This campaign invites viewers to reflect on how meaningful relationships and defining moments transcend physical space, reinforcing the brand’s philosophy of building more than just structures.
Anitha Krishnan, Head of Marketing, Birla Estates, shared, “Our long-standing partnership with RCB has evolved over the seasons, and we take immense pride in being the Principal Sponsor, with our brand prominently displayed on the players’ jerseys. This placement reflects our deep commitment to cricket as a platform that resonates with our audience. Our campaign is an extension of our larger corporate vision—one that goes beyond building structures to creating spaces that tell meaningful stories. Just as every cricketing milestone represents years of dedication and achievement, every home becomes a backdrop for life’s most cherished moments. Through this campaign, we aim to create a strong emotional connection with homebuyers—aligning their aspirations with the journey of cricketers. It beautifully blends the passion for cricket with the pride of homeownership—two defining milestones in Indian culture.”
Rajesh Menon, COO, Royal Challengers Bengaluru, added, “We are delighted to continue our association with Birla Estates as a valued member of the RCB family. Their commitment to excellence and innovation mirrors the ethos of our team. Together, we aim to elevate the fan experience and create unforgettable memories both on and off the field. This partnership is a testimony to our shared vision of inspiring and engaging millions of cricket enthusiasts.”
The campaign is poised for a high-impact rollout across digital, social media, and brand activations throughout the T20 2025 season. Birla Estates’ 2024 T20 campaign recorded over 41.3 million impressions and reached more than 10 million users, setting a strong precedent for this year’s engagement.
As fans gear up for another thrilling season of cricket, Birla Estates promises to bring a unique blend of sport and storytelling—showcasing that in every square foot, there’s a story waiting to unfold.
Agency Name: McCann India
Production house: Happy Monk
Client team: Chirag Sharma, Adarsh Pachpute
Agency team:
- Chairman APAC, CEO & CCO McCann Worldgroup India – Prasoon Joshi
- Ex Director & India Creative Head: Ashish Chakravarty
- Head of McCann West – Deb Dutta
- Creative Head – West Souvik Datta
- National Planning Director – Rajesh Sharma
Creative Team:
- Tarun Kumar – Sr. Creative Director, Art
- Meghna Das – Sr. Creative Director, Copy
- Sasha Dsouza – Associate Creative Director, Copy
- Siddhi Kapse – Creative Team Leader, Art
- Suvankar Bagchi – Creative Team leader, Art
- Aaryan Nath – Creative Solutions, Copy
Strategic Planning
- Atul Vasudeva – Sr. Vice President
- Jasraj Singh – Brand Services Manager
Account Management
- Rohan Parkar – Business Director
