Adhiraj

Codename Capital City Kharghar

Adhiraj Capital City spans across 40 acres with a total of 4 towers, which are 55 stories- the tallest skyscrapers of Navi Mumbai. The project boasts of over 30 world-class amenities and has one of India’s largest luxury residential clubhouses spanning over 75000 sq. ft.

The Xanadu Impact

From getting customers to making the sale, we make it happen.

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customers meetings on site

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applications in just 21 days (250% oversubscribed)

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Sales of Rs

The Brief

From bad reputation to a new beginning

The strategy used earlier wasn’t effective in speeding up the slow churning development, which stuck to the project to the extent that it became synonymous with the then Adhiraj Samyama. We needed to transform the new demography to attract more customers, in a manner that rejuvenated the and in turn created salience and drove business results in a finite time

Our Insights

Tailoring solutions based on our audience

A critical analysis of the market and consumer revealed a need to instigate home buying among millennials. With a credible brand positioning that guaranteed an upgraded lifestyle and high returns, this project aimed at encouraging millennials to utilize their disposable income optimally. Owning a home in India is a matter of prestige, and if one is able to do it at a young age, it is impressive. At this point, an international lifestyle destination wasn’t affordable to millennials and this need gap was addressed by the brand.

Xanadu Strategy

Inspiring momentum for a long-term solution

Our long-term solution for sustained sales momentum involved creating a 2-pronged concept targeting a comprehensive transformation of the development, immediate locality and entire Navi Mumbai.

Kharghar Rising: We elevated the location to a destination worthy of capital. For the first time, Navi Mumbai’s 8 mega-projects were showcased in The Light of Kharghar. Each mega-project is a government-driven initiative that is directly responsible for the transformation of any location. So, with the power of 8 mega-projects made Kharghar a worthy capital.

Capital City Kharghar: We created Navi Mumbai’s first international lifestyle destination, elevating the current product using international brand alliances and a visual lifestyle quotient. With these concepts working in tandem, the Kharghar market emerged as a lucrative market.

Xanadu Realty went on and created 5-pillars as the foundation of the development’s new face. Adhiraj Codename Capital City Kharghar elevated all five dimensions of Navi Mumbai’s capital, Kharghar – taking its rightful place at the pedestal.

Application Of Strategy

Our mission is our vision in action

Creating a new location vision

#KhargharRising was the first step towards a new beginning for all of Navi Mumbai’s real estate by articulating the mega-projects’ value to the right target audience and business partners in building momentum towards the launch.
Proving our mettle with our potential:

Navi Mumbai as a destination was known to real estate consumers but proving the numbers and its potential was made possible with transformative data that established Kharghar as the Investment Capital in the MMR for the next 5-10 years.
Create an enormous easy-to-buy pre-launch opportunity

Xanadu introduced Navi Mumbai’s first IPO-styled real estate pre-launch. An initial public offering of a new development brand captured Navi Mumbai’s imagination as the city had never-seen-before application style real estate buy.

An extensive campaign for Navi Mumbai

‘Freeze spending till January’ campaign was launched in December to signify a grand opportunity’s imminent arrival.
An intense media release

Organized Navi Mumbai’s most prominent business partner meet with 1000+ channel partners in attendance.
The right inventory at the perceived right price

Two new towers launched with smaller sized 2,3 BHKs, but more ingenious layouts made it easy to own for customers.
Extensive direct outreach

65000+ customers reached and 5.5CR+ impressions via digital outreach & consistent reach across print and billboard medium across target micro-markets.

Our Impact

Entire rework but worth it

The then Adhiraj Samyama had become synonymous with the slow churning development, so our new location plan involved rebranding to give the property a fresh start. All this coupled with intensive media release and business partner meet.