In May 2022, Xanadu collaborated with a relatively new name in Real Estate – TMGL Living, a new branch of the Tattva-Mittal entity with minimal experience in Real Estate, especially the S&M verticals. The project Skye31 – is a stand-alone tower located in 5-gardens, a plush area between Dadar and Wadala.
The market was an intensely competitive market with renowned developers like Lodha, Ajmera, Runwal in the vicinity and new entrants like Godrej & Ruparel with substantially large projects.
The brand had low developer credibility, with only redevelopments to showcase as completed, which were yet to be delivered.
The first step was to understand the target audience. Since the project was a stand-alone tower, it needed a star address to cater to its unique target customer set, i.e. people who lived in core South Mumbai for a long time, for several generations probably, and were looking for an upgrade in their vicinity.
The project had to grab the attention of The Heritage Mumbaikar, people living in South Mumbai, up to Dadar. The project strength was to leverage larger living spaces, which were the biggest in the micro-market.
Hence the inception of the ‘Heritage & Green capital of Mumbai’ and the birth of its iconic address: The Crown Jewel, TMGL Codename Five Gardens.
Codename Five Gardens
The location advantage was leveraged launching the Skye31 Project as Codename Five Gardens to establish the fact that the development is not close to, but at Five Gardens.
Dadar Causeway
The product was set above the competition via a major highlight showcased in its storyline, which we created via a 1 km+ retail setup, at Dadar Causeway.
High Product Equity
The marketing communication presented our Real Estate as “The Largest 2 Bed Deck Homes in South-Central Mumbai” while touching on 5 intricately designed lifestyle zones by definition through which we created high product equity.
By communicating how we offered the largest space at a prime location like Five Gardens, we sold 50 crores of inventory (which was 5X the observed volume from the past few quarters) in the first launch itself while creating better brand equity for a new player in the market.
Xanadu Impact
Since the mall proved to be defunct, we looked for something that had not been explored before and that is we opened Realty for retail investors, and it was a smash hit & mega hit at the same time.
Xanadu Impact
The Verraton’s bungalow development took a back seat due to approvals and a liquidity crunch, which was overcome by repositioning it for the affluent with renowned interior décor and easier buying via pre-EMI possession.
Xanadu Impact
Launched in 2017, the project was experiencing a slow-down in sales cycle, but Ruparel’s ‘Maximum Mumbai’ mission campaign broke the clutter and walked the talk by offering maximum in-city space as it’s USP, which worked wonders among investors and homebuyers.
Xanadu Impact
While the Raunak Group brand has an exceptional track record of impeccable delivery, all we did was tailor the inventory to consumers/investor’s requirements, which over time boosted the Raunak Group to be recognised as Mumbai’s fastest growing Real Estate brand,
Xanadu Impact
Marketing a 100-acre township wasn’t easy but what we knew is, the potential of the aspirational Mumbaikar has no limit, and so we tailored the marketing approach to meet the aspirational Mumbaikar’s vision of luxury and value.
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
The codename-based approach worked well to keep our project in the SPOTLIGHT, focusing on the perfect balance of value and smart home amenities offered.
Xanadu Impact
We marketed this property as being something of great value which is unfairly undervalued, and investors focused on growth came flocking.
Xanadu Impact
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.
Xanadu Impact
TMGL In May 2022, Xanadu collaborated with a relatively new name in Real Estate – TMGL Living, a new branch of the Tattva-Mittal entity with minimal experience in Real Estate, especially the S&M verticals. The project Skye31 – is a stand-alone tower located in 5-gardens, a plush area between Dadar and Wadala. Business Transformation At...
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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.
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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.
