Adhiraj Capital City was a 40-acre development, launched in 2010, formerly as Samyama. It was re-branded and launched as AdhirajCapital City in 2017, which was initially a hit within the micro-market but in 2017-18 and later, sales slowed down.
Delivery assurance - confusion and disbelief around project delivery hampered potential customers.
The brand was present in the micro-market for over 10 years with negligible upgrade in the product offering.
The marketing communication needed a facelift and show the 40-acre development in a different light compared to its current competition.
We needed to move from a niche luxury offering to a product offering that addressed the customer need gap and brought clarity to their purchase.
The ‘Delivery Angle’- with ‘Shot-on-location’ imagery (for ‘The Signature Towers’ campaign), we developed communication to tackle the confusion & negative Word-of-Mouth among existing & potential customers.
Differentiated Product Approach- We positioned the development as India’s 1st new-age district based on six new-age pillars, i.e. Smart, Active, Convenient, Connected, Experiential & Sustainable, complemented by introducing new-age amenities like co-working spaces, digital vending machines, laundromat, EV charging points, in-house OPD & a clinic in association with new-age brand alliances like Airtel Xstream, CoHo, CityFlo, Big Basket, Apollo & more..
Wider Channel Distribution- focusing on Thane, Central & Western markets to tackle declining contribution from the core micro market.
Lucrative Pricing- Competitive pricing & an easy pay plan, along with weekend special offers, mini-mop-ups etc, created the much- needed FOMO & urgency to buy.
Wider Channel Distribution
The wider channel distribution helped increase footfall at the site, with 8,000+ walk-ins over the last year and almost 70% contribution coming from the channel.
ATL campaign
We created an impactful ATL campaign which saw more direct walk-in bookings (contributing of ~10%).
The Mainland campaign
SDR relaxation, and refundable booking amount for The Mainland campaign also helped create the required pull from fresh as well as VDNB customer base.
Customer Experience
A well-thought-through customer experience showcased the 40-acre development in all its glory via an illustration backed with lucrative pricing and an easy payment plan.
Xanadu Impact
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Xanadu Impact
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Xanadu Impact
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Xanadu Impact
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Xanadu Impact
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
We leveraged the experience people are missing out in our communication and at our sales experience centre, and the sales took-off.
Xanadu Impact
The villa segment of Real Estate is an aspirational market, and everyone dreams of a better life, which is what we leveraged, and it worked wonders.
Xanadu Impact
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The campaign introduced the concept of BRANDED LAND for the first time in Goa by introducing India’s most valued Villa estates. We created value in the product and location by analysing the correct consumer and giving them what they need.
Xanadu Impact
The campaign introduced the concept of BRANDED LAND for the first time in Goa by introducing India’s most valued Villa estates. We created value in the product and location by analysing the correct consumer and giving them what they need.
Xanadu Impact
The campaign introduced the concept of BRANDED LAND for the first time in Goa by introducing India’s most valued Villa estates. We created value in the product and location by analysing the correct consumer and giving them what they need.
