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Brands

JLL Puts Its First Big India Statement On The Bandra-Worli Sea Link

Ad Tribe! Bureau2 min read
A cable-stayed bridge lit by a projector beam, as halftone cutouts, for a brand activation on a Mumbai landmark

JLL has projected its brand identity across Mumbai's Bandra-Worli Sea Link, in what the firm describes as its first major brand initiative in India.

  • Company: JLL, commercial real estate and investment management
  • Site: the Bandra-Worli Sea Link, Mumbai
  • Follows: comparable activations in New York and London
  • Anchored to: the firm's global Accelerate 2030 strategy
  • Scale cited: more than 18,000 JLL professionals in India

Why The Bandra-Worli Sea Link And Not A Building

A real estate firm advertising on a building would be the obvious move and the weaker one, because a building belongs to somebody. Infrastructure belongs to the city, and the association transfers differently.

The Sea Link is also the most photographed object in Mumbai that is not a person. An activation there is an activation on every phone pointed at it that evening, which is a different media buy from the one being paid for.

The Argument Underneath It

India has become a core operating base for global companies, with many multinationals now placing their second-largest real estate portfolios and workforces here, and the growth of Global Capability Centres has pulled a lot of that demand. For a firm that advises on exactly those decisions, a visible statement in Mumbai is positioning in front of the people making them.

Radha Dhir, Chief Executive Officer for India at JLL, said real estate decisions have become pivotal to corporate growth, and drew the parallel directly: the Sea Link connects Mumbai and keeps it moving, which mirrors the work the firm does for clients. The 18,000-plus figure for professionals in India is the firm's own.

How The Brand Side Reads It

Siddharth Taparia, Global Chief Marketing Officer at JLL, said the Sea Link represents connection, progress and infrastructure at scale, and described the activation as built on delivering clarity through intelligence, certainty through execution and confidence through trust.

No agency or production partner credits were issued with the activation. More brand news.

#out of home#mumbai#jll#brand activation#commercial real estate
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