TLDR: Paradigm Realty, a leading real estate brand, has announced a strategic collaboration with Kiara Powar, India’s youngest female sportscaster, for an ongoing test series. This partnership, driven by CMD Parthh K Mehta’s love for cricket, aims to extend the brand’s reach and connect with younger audiences through a contemporary medium, following their recent support for the Mumbai T20 League.
In a masterful marketing Googly that is reflective of Paradigm Realty’s commitment to innovation, pioneering vision and deep community-oriented focus, the leading real estate brand has announced its strategic collaboration with India’s youngest female sportscaster Kiara Powar for the ongoing test series. This announcement follows close on the heels of Paradigm Realty’s recent support of the Mumbai T20 League.
Paradigm Realty’s decision to extend their branding initiatives to cricket stems from CMD Parthh K Mehta’s deep love for the sport, as well as his firm belief that for Mumbai, cricket is more than a sport, it is the city’s living force. Its identity. The ability of cricket to permeate and create communities, and to tug at the heartstrings of true-blue Mumbaikars, across strata, is what caught his attention. This has inspired him to extend his support through a novel branding effort that supports cricket in its truest format at all levels and through a contemporary medium that communicates to younger, newer audiences.
“As a Mumbaikar and a lover of cricket, I realise that this sport is a metaphor for everything the city believes in, grit, persistence, integrity, passion and ambition. These are also the founding tenets of our brand. We believe that nothing resonates with the city and its communities like cricket does.” shares Mehta.
The collaboration with Kiara Powar, India’s youngest female sportscaster and sports influencer at only 19 years of age is also an effort to extend the brand’s reach through a medium that is preferred by millennial and Gen Z users. With a loyal following of more than 100k across social platforms, Powar’s insightful commentary and dynamic presence have revolutionised the way that sports updates are consumed on social media. The initiative represents Mehta’s unconventional, yet impactful, leadership and communication style and the fearless vision with which he leads the brand.
