Kumar Properties

Fireworks

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 smaller 2BHK inventory, taken predominantly from an investment perspective.

The Xanadu Impact

The mantra was get more for less

0 BHK

Sell-out within the first month of its launch

0 +

units sold

0 CR+

revenue generated

The Brief

Overcoming that negative location perception

The oversupply in the market – in 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 Insights

Make the location a renowned happy place

Our intensive research highlighted the need to transform Hadapsar into a holistic ecosystem where people enjoyed a plush happening lifestyle.

Xanadu Strategy

Breaking through with happening hadapsar

The key success driver for Kumar Properties Codenamed 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. The project further went on to build its USP the “Heart of Happening Hadapsar” where all amenities were present within 100 meters, including the walk-to-work reality, the 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 extensive 360° marketing & communication, that included BTL, OOH and digital outreach that garnered a huge number of enquiries and walk-ins to the site.

Application Of Strategy

More space for this happy place

Happening Hapdasar

“Happening Hapdasar” was all about transforming the location to make the project a haven of a happening lively curated experiences viz.
- Unique amenities – Creche, Business Centre, Open Café, Lavish guest rooms
- Spacious Homes – 25% more living space than the competition
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.

Our Impact

Appreciating real estate investments by appreciating real estate itself

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 surroundings, following which Hadapsar which was once seen as the only 2BHK market, saw our 3 BHK inventory sell-out completely within the first 30 days of its launch.