HoABL Launches 'Codename S.E.Z. Vrindavan' Plotted Development with India's First Mixed Reality Campaign
HoABL Brings Mixed Reality to Vrindavan Real Estate
The House of Abhinandan Lodha (HoABL) launched a mobile-first mixed reality experience for its Codename S.E.Z. (Spiritual Economic Zone) Vrindavan project on 17 February 2026, reaching approximately 15 million viewers within the first 24 hours.
The Campaign Mechanics
A 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. The mixed reality engagement saw 57,000 unique individuals scan and experience the MR journey on the day of the advertisement in The Times of India Delhi edition, achieving an impressive 8% scan rate. The campaign drove 2 million total views across HoABL-led and influencer-led content, with overall reach touching 15 million across all social platforms in less than 24 hours.
The mixed reality experience campaign was created in partnership with Flam, an enterprise mixed reality company that specializes in camera-led immersive storytelling.
Project Vision and Positioning
According to Saurabh Jain, Chief Marketing Officer of HoABL, Vrindavan has been among India's most visited pilgrimage destinations for decades, drawing sustained and recurring footfall, and is one of the most powerful emotional landscapes where faith, heritage, and a living cultural and spiritual economy intersect. Codename S.E.Z. Vrindavan is thoughtfully planned around devotional proximity, heritage-led design, and curated infrastructure, bringing together sanctity and modern aspiration as a future-ready response to Vrindavan's long-term evolution.
The project includes a 1 lakh+ square feet grand clubhouse and 40+ amenities aimed at creating a fully immersive living experience.
Digital-First Land Buying Model
HoABL's digital-first land buying model digitizes 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 connecting consumers to verified information, one seamless pathway enabled by technology, and one step closer to confidence in land ownership.
HoABL's Broader Footprint
HoABL is India's largest branded land developer. 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. The company 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.
Vrindavan's Real Estate Evolution
Known worldwide for its spiritual importance and Krishna heritage, Vrindavan is now rapidly evolving into a modern spiritual-tourism hub with improved roads, smart infrastructure, heritage conservation, and enhanced connectivity. Between 2020 and 2025, Vrindavan's land values have surged over 3x in prime areas like behind Prem Mandir and along Radha Kund Road, driven by major projects such as the Banke Bihari Corridor, the towering Vrindavan Chandrodaya Mandir, the new bypass, and the Yamuna Jal Marg.
According to HoABL, more than 400 families have invested since the launch of their branded land development, with strong traction from Delhi NCR as well as the broader Vrindavan belt, indicating interest beyond purely devotional buyers. While Vrindavan has traditionally attracted pilgrims and short-term visitors, improved road connectivity and regional infrastructure upgrades have expanded its appeal to second-home seekers and long-term investors, who increasingly evaluate land not just for occasional visits, but for planned villas, spiritual retreats and structured holiday homes within gated environments.
Marketing Strategy Shift
The main focus of HoABL's new marketing campaign is to address long-standing anxieties associated with land ownership, making the buying process simpler, more transparent, and digitally enabled. The company has seen younger participation in spiritual destination markets such as Ayodhya and Vrindavan, reflecting a mix of investment, lifestyle, and emotional motivations, with roughly 60–70% of buyers initially classifying purchases as investments, though many eventually intend to use these properties for personal or long-term lifestyle use.