MUMBAI: Times Square saw more than tourists stop and stare this week—India’s real estate behemoth DLF took over the iconic digital skyline to introduce its latest showpiece: DLF Privana North. As crimson hues lit up the three-sided digital tower known as ‘The Cube’, New York became ground zero for one of India’s flashiest real estate launches.
DLF unveiled the name and first look of Privana North on 18 June in a high-impact marketing stunt aimed squarely at the Indian diaspora. The 50-storey glazed towers of the Gurugram-based project stood tall, not in concrete, but in LED glory, above the legendary red stairs at 2 Times Square—a globally photographed backdrop that promises maximum eyeballs.
The unveiling formed part of DLF’s larger strategy to court NRI investors, who account for nearly 30 per cent of its residential sales. Nearly half of this NRI chunk comes from the United States alone, making the Big Apple a strategic choice for the launch. It wasn’t just about showing off a new skyscraper. This was DLF waving the Indian urbanisation flag on a global screen—quite literally.
DLF Privana North is the latest phase of the 116-acre DLF Privana township in Gurugram’s Sectors 76 and 77. The project follows Privana South and West, both of which sold out in under three days before they even officially launched. Privana North is expected to push the bar further, becoming the crown jewel of the township.
The Times Square reveal was more than a marketing gimmick. It reflected a confident crossover between real estate and show business. It placed India’s housing ambitions under Manhattan’s neon lights, where eyeballs from every continent converge—and Instagram follows.
Privana North has been in investor and buyer chatter for more than a year. Its formal introduction on a global stage adds momentum to DLF’s positioning as not just a builder, but a storyteller in the evolution of urban India. Gurugram, once a cluster of villages, now gets billboarded in the world’s most-watched intersection.
‘The Cube’ features six massive LED screens angled across Broadway, 7th Avenue and 47th Street. With millions of daily footfalls and billions of potential impressions online, DLF’s digital takeover ensures that Privana North already has the world’s attention—even before its foundation stone is laid.
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