MAM
HoABL unveils mixed reality campaign for Codename S.E.Z. Vrindavan
QR code brings peacock to life in Times of India ad, reaching 15 million viewers in 24 hours on 17 February 2026.
MUMBAI: A peacock just strutted off the newspaper page and into your phone proving that in Vrindavan, even print can spread its feathers in mixed reality. The House of Abhinandan Lodha (HoABL), India’s largest branded land developer, launched a mobile-first mixed reality experience for its Codename S.E.Z. (Spiritual Economic Zone) Vrindavan project around 17 February 2026. A simple QR code in The Times of India Delhi edition back-page ad triggered a peacock to spring to life, guiding users through an immersive visual tale of Vrindavan’s spiritual heritage before revealing the project’s ambitious vision via film-led storytelling.
Partnering with Flam, the enterprise mixed reality specialist, the activation blended motion, narrative, and seamless mobile interaction bridging old-school newspaper reading with smartphone habits in one frictionless flow.
The numbers flew high, roughly 15 million viewers in the first 24 hours across online and offline channels. On launch day alone, 57,000 unique individuals scanned the code for an impressive 8 per cent scan rate, diving into the MR journey.
HoABL amplified the buzz via creator-led content and its social platforms, racking up 2 million total views from HoABL plus influencer posts.
The House of Abhinandan Lodha chief marketing officer Saurabh Jain said, “For decades, Vrindavan has been among India’s most visited pilgrimage destinations… Codename S.E.Z. Vrindavan is conceived with deep respect for that legacy. Our communication reflects the same intent: to engage people in a way that doesn’t just attract attention but leaves a lasting imprint.”
Billed as the world’s only sensorial branded land development, the project features a grand clubhouse over 1 lakh square feet plus 40-plus amenities for an immersive living setup merging devotional proximity, heritage design, and modern infrastructure.
It ties into HoABL’s digital-first land-buying model, from discovery and docs to payments and registration, all backed by clear titles, approvals, and transparency making ownership feel less like a gamble and more like a confident step.
Whether you’re a pilgrim at heart, an investor eyeing spiritual hotspots, or just intrigued by tech-meets-tradition wizardry, this campaign turned a static ad into a portal reminding us that sometimes, the path to enlightenment starts with a quick scan.
