The story behind the branding and launch of WYCE Exclucity
Launching a new real estate project in Pune is not easy.
The city has a highly competitive real estate market, with new projects, developers and campaigns competing for attention every day. For a new brand, the challenge becomes even bigger.
People don’t automatically trust a name they have never heard before.
So, when WYCE approached Thinking Partners, an advertising agency in Pune, with the ambition of making a strong entry into Pune’s real estate market, we knew that simply creating another property advertising campaign would not be enough.
The brand needed to be noticed. It needed to be remembered.
Most importantly, it needed to be trusted.
And that is where the journey of WYCE began.
The Challenge: How Do You Make a New Brand Stand Out?
WYCE came to us with a clear ambition — to make a meaningful mark in Pune’s real estate landscape with its new project.
The project had the potential. The ambition was clear.
But there was one fundamental question:
How do you make people care about a brand they don’t know yet?
For a new real estate brand, visibility alone is not enough.
You need to build credibility. You need to create curiosity. You need to give people a reason to remember your name.And eventually, you need to turn that attention into visits, enquiries and sales.
For us, this meant looking beyond the conventional approach of:
Project → Advertisement → Enquiry
Instead, we wanted to build:
Brand → Connection → Trust → Project → Desire → Action
That became the foundation of our Real Estate Project Branding strategy for WYCE.
First, We Asked: What Should WYCE Stand For?
Before talking about apartments, amenities, location or specifications, we went back to the brand itself.
We asked a simple question:
What should WYCE mean to people?
The answer was:
GREATER TOGETHER
The idea came from a simple belief — that when people, ideas, expertise and aspirations come together, something greater can be created.
It was a thought that could work beyond advertising.
It could become the personality of the brand.
It could influence how WYCE spoke, looked and connected with its audience.
And most importantly, it could become the foundation for the launch.
We Didn’t Launch the Brand and Project at the Same Time
One of the important decisions we made was to divide the launch into two phases.
Phase 1: Introduce WYCE
Before telling people about the project, we wanted people to know the brand.
The first phase was therefore about creating:
Curiosity. Familiarity. Recognition. Credibility.
Phase 2: Introduce WYCE Exclucity
Once WYCE had started becoming familiar, we introduced its first major project — WYCE Exclucity.
The thinking was simple.
First answer:
“Who is WYCE?”
Then answer:
“What has WYCE created?”
This gave the entire campaign a natural flow instead of making the project launch feel like just another property advertisement.
Then Came Suniel Shetty
For a new brand entering a competitive market, credibility matters.
And we wanted WYCE to have an immediate connection with the audience.
That’s where our strategy of bringing in a brand ambassador like Suniel Shetty came into the picture. His association gave WYCE an instant layer of recognition and familiarity. But there was an important distinction. We didn’t want Suniel Shetty to simply be “the celebrity on the billboard.”
We wanted him to become part of the WYCE story.
His presence became an important element of the brand communication and helped give the new brand a personality that people could connect with.
Making Pune Notice WYCE
The first phase of the campaign had one simple goal:
Make Pune notice WYCE before telling Pune everything about WYCE.
We created a teaser-led campaign designed to build curiosity.
Large outdoor campaigns started appearing across the city.
Video teasers and digital films added another layer to the story.
Suniel Shetty became part of the communication.
And slowly, the question started building:
“Who is WYCE?”
That was exactly what we wanted.
We weren’t trying to explain everything immediately.
We wanted people to first notice the name.
Then recognise it.
Then become curious about it.
That progression became an important part of the campaign.
From “Who Is WYCE?” to “Why Should I Trust WYCE?”
Once the curiosity was created, it was time to introduce WYCE properly.
This is where we combined:
Suniel Shetty + WYCE + Powerful Brand Credentials
Instead of simply listing numbers and achievements in a conventional corporate manner, we turned the information into bold and confident communication.
The objective was to make WYCE feel like a brand with experience, scale and credibility.
Because when you’re a new name in the market, you have to work harder to establish trust.
And good branding can help bridge that gap.
One Month Later, We Revealed WYCE Exclucity
After establishing the brand, it was time for the next chapter.
WYCE Exclucity.
The communication now changed.
We had moved from:
“Meet WYCE.”
to:
“Experience what WYCE has created.”
Suniel Shetty returned across billboards, videos and campaign communication, creating continuity between the brand launch and the project launch.
This was important.
The project wasn’t being introduced as an independent product.
It was being introduced as the first major expression of the WYCE brand.
And that distinction matters when you’re building a long-term real estate brand.
Turning Features into Reasons to Desire the Project
Real estate advertising often talks about the same things:
Location. Amenities. Lifestyle.Design. Connectivity. Specifications. All of these are important.
But simply listing them doesn’t necessarily make someone feel anything.
For WYCE Exclucity, we wanted to communicate the project’s features in a more interesting and emotional way.
That led to two important campaign ideas.
Scripted Finesse
The campaign focused on the project’s refined design, detailing and thoughtful planning.
The idea was to communicate that the project wasn’t created randomly.
There was thought behind the details.
There was intent behind the design.
There was a certain finesse in the way everything came together.
Thoughtful Is Beautiful
This campaign took a slightly different approach.
Instead of simply talking about functional features, we explored what those features could mean in everyday life.
Because thoughtful design isn’t just about how something looks.
It is about how it makes you live.
Together, these campaigns helped us communicate the residences, amenities, location, design and lifestyle proposition of WYCE Exclucity without making the communication feel like a technical property brochure.
The Launch Wasn’t the End
For us, the launch was never meant to be a one-time event.
Real estate decisions don’t always happen after seeing one advertisement.
A potential buyer may see a campaign today, visit the website tomorrow, discuss it with family next week and visit the site much later.
So the brand needs to stay relevant throughout that journey.
We continued the WYCE story through campaigns such as:
Big Million Days
A festive campaign created to bring fresh attention to the brand and encourage action.
Pause Your Poise
An amenity-led campaign that presented the lifestyle experience in a more engaging and memorable way.
The idea was to keep WYCE in the conversation.
Not just during launch.
But after launch too.
Building a Brand Beyond the Billboard
One thing we strongly believe at Thinking Partners is that a brand should not exist only in advertisements.
If the customer sees one brand on a billboard and experiences something completely different at the project site, the connection breaks.
So we carried the WYCE identity across multiple physical touchpoints.
This included:
- Strategy and communication
- Brand Positioning
- Site branding experience
- Corporate office branding
- Project brochure
- Brand coffee table book
- Project six-pager
- En-route branding
- On-ground communication
The look, tone and personality of WYCE remained consistent.
The Suniel Shetty-led brand world wasn’t restricted to a few hoardings.
It became part of the overall WYCE experience.
Taking WYCE from the Streets to the Screens
The campaign also needed a strong digital presence.
After all, today’s homebuyer doesn’t live only in the physical world.
They live on Instagram.
They watch YouTube.
They search Google.
They scroll through Reels.
They compare projects online.
So we created a parallel digital ecosystem for WYCE.
This included:
- Social media creatives
- Short-form videos
- Reels
- Campaign films
- Paid media
- Digital performance campaigns
- Launch amplification
The idea was simple:
If people were seeing WYCE across Pune, they should also be seeing WYCE across their screens.
This helped create a connected brand experience between outdoor, on-ground and digital communication.
What Did We Achieve?
A campaign like this should ultimately deliver business results.
The final campaign data can be represented through metrics such as:
3000 calls a month
200% increase in site visits
WYCE became a highly recognized brand in West Pune in association with Suniel Shetty
However, there was another achievement that was equally important.
WYCE had moved from being an unfamiliar name to becoming a brand people could recognise.
It had gained:
Visibility.
Recognition.
Credibility.
Trust.
Desirability.
And, ultimately, conversions.
What WYCE Taught Us About Real Estate Project Branding
The WYCE campaign reinforced something we have always believed.
A real estate project isn’t just a property.
It is a story waiting to be told.
Of course, buyers want to know about the location, configuration, amenities, pricing and specifications.
But before they start evaluating those things, they need to notice the brand.
And once they notice it, they need a reason to remember it.
That’s where the role of a branding agency for a real estate company becomes important.
Good real estate branding is not about making a project look attractive.
It is about finding the right thought and then consistently bringing that thought to life across every customer touchpoint.
For WYCE, that thought was:
GREATER TOGETHER.
Looking for a Real Estate Branding Partner?
If you’re launching a new real estate project in Pune, repositioning an existing development or looking to build a stronger real estate brand, Thinking Partners can help you bring the entire story together.
As an advertising agency in Pune, we work across brand strategy, Real Estate Project Branding, creative campaigns, digital communication, outdoor advertising, project branding and brand experiences.
Because a real estate project may have great architecture, a great location and great amenities.
But a great brand gives people a reason to believe in it.