India,4th April 2025: Birla Estates, a wholly-owned subsidiary of Aditya Birla Real Estate Limited, today launched its highly anticipated Indian T20 season 2025 campaign, featuring cricket icons Virat Kohli, Bhuvneshwar Kumar and Krunal Pandya. With the tagline ‘Every sq.ft. tells a story’, this campaign celebrates the dreams, aspirations, and stories that define every homebuyer’s journey.
Taking its association with cricket a notch higher, Birla Estates has now elevated its partnership as a Principal sponsor of Royal Challengers Bengaluru (RCB) for the upcoming season. This marks the fourth consecutive year of Birla Estates’ partnership with the team, a relationship that has evolved over the years to become a significant collaboration, reinforcing the brand’s commitment to excellence, ambition, and perseverance—values synonymous with both cricket and real estate. The campaign includes three digital video assets conceptualised and created by leading advertising agency McCann. The campaign brings a fresh perspective on homes and real estate, this T20 season. An idea which draws a beautiful parallel between the home of RCB – Chinnaswamy stadium and the homes of Birla Estates. The fact that in every patch of grass, every tuft of land, every sq. ft. of ground at Chinnaswamy stadium, there is something fantastic, memorable and truly rare that happens. Just like the homes at Birla Estates, where in every sq. ft there is something magical and delightful that unfolds. A thought that brings out the true value of every sq.ft. not by price but by the stories that reside in it, aptly encapsulated as #StoriesPerSqFt.
This latest campaign is a compelling story telling which captures the lows on the cricketing ground as well as highs of the gravity defying catch with a voice over “To feel mortal 15 sq. ft, to feel superhuman 5 sq. ft.” The film ends with a home moment and a voice over “Homes where every sq. ft. tells a story.” The campaign suggests that meaningful relationships and extraordinary moments transcend physical boundaries.
Speaking on the campaign, Anitha Krishnan, Head of Marketing at Birla Estates, said “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 of Royal Challengers Bengaluru said, “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.”
Last year, the company witnessed a massive 41.3 million impressions with a reach of 10million+ for its T20 campaign during the season. As T20 2025 season approaches, fans can expect an exciting line up of games, activations, and initiatives driven by this synergistic partnership. Birla Estates is poised to make a lasting impact through this association where the campaign assets will be leveraged across digital and social media platforms.
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
