There are homes, and then there are residences born of legacy. Atop the quiet hillscapes of Pashan, on a five-acre stretch sculpted to perfection, Lords rises, not merely as a luxury project, but as a testament to sovereign living.
With expansive 3, 4, and 4.5 BHK homes, every square inch of Lords was imagined as an heirloom, designed for those who don’t just occupy space, but command it.
The location itself set the tone. Pashan, once the backyard of the British cantonment, today offers sweeping views and rare privacy. In this context, Pristine Developers envisioned something timeless and dignified in essence. A space where every corner feels like a coronation.
And thus emerged the idea: Live Like Lords.
Location: Pashan, Pune
Client: Pristine Developers
Our task was to make the idea of modern royalty tangible, not through clichés, but through character.
- Marketing Collaterals: Brochures, leaflets, welcome kits — all designed like royal invitations, making the look-and-feel weighty and deliberate.
- Outdoor & Hoarding Design: Street-level elegance that held your gaze without ever clamouring for it.
- Signage & On-site Branding: A regal narrative that began the moment one approached the site and continued seamlessly indoors.
- Photography & Videography: An aesthetic study in silhouettes, light, and stillness, capturing luxury not through things, but through aura.
- Drone Cinematography: Elevated perspectives that brought the grandeur of scale and terrain to life.
- Brand Identity System (excluding logo): Extended visual grammar that evoked refined grandeur across every touchpoint.
- Social Media Strategy & Content: A digital campaign that did not sell homes — it sold a lineage.
- Celebrity Campaign Development: Conceptualisation and execution of the Milind Soman-led visual story.
How does one design a sense of sovereignty; That was both the core of the brief and its greatest challenge.
- Lords was not simply a title; it needed to evoke a feeling. The tone could not veer into theatrical or costume-drama luxury. It had to be rooted in depth, strength, and quiet authority.
- The brand identity was built to feel regal without being ostentatious; it had to feel powerful but grounded.
How does one design a sense of sovereignty; That was both the core of the brief and its greatest challenge.
- The campaign featured Milind Soman, chosen not as an ambassador, but as a living embodiment of the brand. His persona is graceful, ageless, and statuesque; all qualities that had aligned seamlessly with the spirit of Lords.
- The intention was to make the man and the brand feel inseparable in elegance and presence. Every visual was carefully designed to reflect this integration, ensuring that neither outshone the other.
- “Live like Lords” was the design principle and the creative choices echoed aristocratic restraint: serif typography, deep jewel-toned palettes, and silhouettes inspired by imperial portraiture. Drone videos didn’t just showcase the expanse, they were meant to bring a sense of regality to the viewers.
- Milind Soman’s narrative arc in the films was designed not as an advertisement but as an experience. He sold the dream, lived it. We made sure our work neither shouted nor beckoned but simply stood tall, fully aware of its pedigree.
- The Lords campaign was nothing short of majestic, in both scale and success.
- Within the first year of launch, the project achieved full occupancy, an exceptional feat in a competitive real estate landscape. The campaign's visual world created a halo effect, with Milind Soman’s portrayal becoming iconic, often being mentioned during walk-ins and investor conversations. More than a campaign, Lords became an aspiration.