Navi Tulshibaug – Reinventing the traditions

Pune’s best kept secret for street shopping – Tulshibaug – has been a paradise for those seeking to experience window shopping and cheap bargains. With the place gaining popularity over decades, the locals and tourists flocking the place has made the place too crowded. However, the religious, traditional, financial and emotional connect that Tulshibaug has with the Pune’s heritage is inseparable.

On that note, Team Saket got to work for our clients Maple Group and Matoshree Estates to come up with something unique whilst not disturbing the connect that Punekars have with Tulshibaug. The answer was – Navi Tulshibaug

Tulshibag Hoarding - 01

The elevation of the mall was an initial problem. Building the biggest commercial mall in the vicinity in the crowded place close to Tulshibaug seemed almost impossible. The target audience of Tulshibaug was comfortable with the crowded shopping street and might wither away from a mall. So we got into brainstorming and decided to give Navi Tulshibaug a facelift. We got together with the architect and studied Vishrambaug Wada. The Navi Tulshibaug is inspired from this historical monument.

Comfort of our target audience – women, mostly – was on top of our mind. Hence, we suggested to build a decent restaurant / food court on the top of this mall. Also, hygenic washrooms/restrooms for women was another important points put forth.

Days passed by and the concept turned into a campaign – A successful one! Investors and Locals welcomed it with open hands and it became a landmark besides a landmark! Navi Tulshibaug behind The Tulshibaug.

It was a great experience working close to the roots of the city that has helped Saket grow over the years! Another successful campaign.. and we are ready for our next challenge!


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