Adhiraj

Navi Mumbai

Adhiraj Capital City is a 40-acre development, launched in 2010 formerly as Samyama. It was re-branded and launched as Adhiraj Capital City in 2017, which was initially a hit within the micro-market but in 2017-18 and later, sales slowed down.

The Xanadu Impact

Moved up from rank 14th to 3rd in navi mumbai...

0 th Rank

to 3rd in Navi Mumbai

0 X

units sold

0

times faster sales

0 %

increase in PSF

The Brief

Customers confused and product communication needed a revamp

Delivery assurance – confusion and disbelief existed around the project delivery, which hampered potential customers.

The brand has been present in the micro-market for over 10 years with a negligible upgrade in product offering.

Our Insights

Remarketing & Retargeting

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 to bring clarity to their purchase.

Xanadu Strategy

Revamping the location – Revamping the communication

The ‘Delivery Angle’ – with ‘Shot-on-location’ imagery (for ‘The Signature Towers’ campaign) was communicationwe developed 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 and Sustainable complemented with the introduction new-age amenities like co-working spaces, digital vending machines, laundromat, EV charging points, in-house OPD and 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.

Application Of Strategy

Bringing back its well-deserved glory

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 from the channel
ATL campaign

We created an impactful ATL campaign which saw more direct walk-in bookings (contributing ~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

Our Impact

We did more than justice, we made the wait worth it.

The decade-old sales strategy needed a revamp, in terms of communication and amenities offered while tackling current purchasing challenges customers faced, which was resolved with a new marketing approach that included better office amenities, and a more customer-friendly approach which worked like a charm in boosting sales.