Kumar Properties was poised to launch a luxurious mini township of 8.5 acres in the heart of eastern Pune’s Hadapsar region. Hadapsar, owing to its perception of being an unsought location, has seen a huge category shift towards a smaller 2 BHK inventory taken predominantly from an investment perspective.
The oversupply in the market-in the form of new inventory injection inventory overhang from renowned players was a challenge, with highly competitive pricing and sizing. Rebranding the location into a premium, exciting proposition wasn't easy either.
Our intensive research highlighted the need to transform Hadapsar into a holistic ecosystem where people enjoyed a plush happening lifestyle.
The key success driver for Kumar Codename Fireworks was Xanadu's effort in designing a holistic campaign, “Happening Hadapsar'. This helped build home buyers in East Pune to connect better with what we offered.
he project further went on to build its USP, the "Heart of Happening Hadapsar’, where all amenities were present within 100 metres, including the walk-to-work redty, proximity of retail, fine-dine, family-focused amenities, spacious homes with the additional benefit of fully-air- conditioned homes and world-class equipped bathrooms.
The launch execution was complemented with an extensive 360 surround including BTL, OOH and digital outreach that garnered a huge number of enquiries ‘and walk-ins to the site.
Happening Hapdasar
“Happening Hapdasar” was all about transforming the location to make the project a haven of a happening lively curated experiences viz.
A Happening ecosystem
Complete with shopping malls, fine dining, schools, corporate offices, and medical facilities, which are all just a walk away.
Pricing Proposition
All the above was provided at an attractive pricing proposition.
Kumar Properties Fireworks needed a touch of fire and that happening life, which we managed with the help of unique amenities to enhance not just the property but all its surrounding, following which Hapdasar, which was once seen as only. 2 BHK market, saw our 3 BHK inventory sell-out completely within the first 30 days of its launch.
Xanadu Impact
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the slow churning development, which stuck to the project to the extent that it became synonymous with the then Adhiraj Samyama. So our rebranding worked towards giving the property a fresh start which coupled with intensive media release and business partner meets worked like a charm.
Xanadu Impact
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With curated amenities not just at the property but all its surrounding, Hadapsar was made a happening location laying the bedrock for the project’s success.
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