The Forgotten Address
Before it became a headline, before it sold out, AI Thane was something else entirely. It was Saptashree Global Tech Center, a well-located but forgotten commercial project caught in the clutter of Thane’s corporate jungle.
The site sat at the heart of Wagle Estate, a once-industrial belt slowly transitioning into a modern business hub. Yet despite its potential, GTC failed to make a mark. The renders were sleek, the location strategic, but the story — the soul — was missing.
Surrounded by brands with louder voices and deeper pockets, GTC couldn’t command attention. It was just another glass façade in a neighbourhood overflowing with “Grade A” claims. Sales slowed to a trickle, prices softened, and the developer faced a harsh truth: the market didn’t need another IT park. It needed a reason to believe.
That’s when they called Brand Acres.
The Brand Acres Intervention
When Brand Acres entered the room, they didn’t come with taglines — they came with a question:
“Why fight in the clutter when you can create a category?”
The team dissected the challenge. Competing on price was suicidal. Outshouting the market’s big names was futile. But creating a new identity for Wagle Estate, one that didn’t exist before, could change everything.
They realised the project wasn’t just infrastructure — it was potential intelligence waiting to be branded. The world was talking about AI, automation, and digital evolution. Why couldn’t Thane lead that conversation?
Thus was born AI THANE — India’s First AI-Powered IT Park.
The Birth of a New Category
Renaming the project wasn’t a cosmetic exercise. It was a strategic rebirth.
The GTC name was erased. The brand narrative was rebuilt around Artificial Intelligence, Automation, and Accessibility — the three cornerstones of the future workplace. The message was clear: this wasn’t just where businesses would rent space; this was where they would build the future.
Brand Acres developed a brand identity that made AI Thane synonymous with innovation in real estate. Everything — from its logo to its language — spoke the language of intelligence. The building wasn’t just tech-enabled. It was tech-empowered.
Storytelling that Shifted Perception
The campaign that followed wasn’t about selling units — it was about positioning Wagle Estate as India’s next innovation hub.
Every creative, every post, every PR release projected AI Thane as the flagbearer of intelligent commercial infrastructure.
The project narrative focused on its AI-driven features — human-less parking, smart access control, automated visitor management, and digital booking systems for common spaces.
Brand Acres amplified this through strategic PR, aligning AI Thane with India’s growing “tech-forward” real estate movement. What began as a forgotten block in Thane was now being spoken about in the same breath as Bengaluru’s and Gurugram’s emerging tech corridors.
The Breakthrough
The results were as bold as the idea. Within just six months, AI Thane not only came back to life but dominated the Wagle Estate micro-market.
A milestone unprecedented in that zone. What’s more, AI Thane achieved this at the most premium rate — not by discounting, but by elevating its value proposition.
For the first time, Wagle Estate wasn’t being sold as a compromise for businesses priced out of Mumbai — it was being positioned as the centre of innovation for the future of work.
Redefining Wagle Estate
Brand Acres didn’t just revive a project. They rebranded an entire district.
AI Thane became shorthand for intelligence, progress, and precision — and Wagle Estate, once considered Thane’s back office, was now its front face.
Developers, investors, and tenants began referencing “AI Thane” not as an address, but as a category — a template for the next generation of tech-enabled commercial spaces.
The Legacy of AI Thane
The success of AI Thane was not just in the numbers, though they were impressive. Its legacy lies in what it symbolised — the power of strategic storytelling over traditional selling.
Brand Acres took a failed product and turned it into a phenomenon by combining brand psychology, futuristic vision, and cultural relevance.
They didn’t advertise. They educated.
They didn’t promote. They positioned.
And in doing so, they didn’t just sell offices — they sold a new idea of what a business address could be.
AI Thane today stands as a benchmark in real estate branding, proving that in a crowded market, intelligence — not noise — wins.
Epilogue: The Brand Acres Mantra
In a world of developers chasing attention, Brand Acres creates intention.
They don’t build campaigns. They build categories.
They don’t revive projects. They redefine markets.
AI Thane was not our campaign. It was our case study in courage.