House of Abhinandan Lodha

Project codename Bliss at Dapoli

The Isle of Bliss is situated in Dapoli – The Hidden Jewel of the Konkan. Nestled at the intersection of the Arabian sea & Western Ghats, Dapoli is India’s only coastal hill station with access to untouched and beautiful white sand beaches as well part of the UNESCO world heritage site of the Western Ghats and has temperate climate year-round.

The project offered branded sea-side plot with 100% transparency- clearly titled ownership, that’s professionally managed and secured for complete peace of mind.

The Xanadu Impact

Created demand for land investment among retail customers during the nationwide lockdown phase of 2020 when customer sentiment was prudent.

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Total plots being oversubscribed by

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India’s digital land buying opportunity

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retail customers participated in the pre-launch

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plots applied for

The Brief

Limited participation owing to lack of transparency

Historically, there has always been limited participation of retail customers in purchasing land as an investment. They perceive land investment as risky owing to various reasons such as the lack of transparency in title deeds, the diversity of ownership, the legality of land use, risk of encroachment etc.

Our Insights

From throw away prices to tremendous profits

Many investors have experienced tremendous gains by investing in land. There has always been an unstated large affinity to land as an asset class. Most investors have reaped profits from visionary or serendipitous identification of future-value land at extremely throwaway prices at an aggregated level. The insight was to tap into this innate Indian affinity towards land by minimizing the downside associated with land buying to enable retail customers to participate.

Xanadu Strategy

The Once In A Lifetime Opportunity… Codename Bliss…

We positioned the star features of the project along with the promise of transparency. The project was established as a once-in-a-lifetime opportunity that would mirror the growth of Alibaug. To mitigate the risks perceived by retail customers, Branded Land as a concept was introduced in India for the first time.

Codename B.L.I.S.S. was the country’s first truly democratized land buying opportunity at a strategic location with tremendous potential of high-paced appreciation. It was a world-class product with state-of-the-art amenities to let landowners sit back, soak in the views and see their investment grow at a market-beating rate.

Application Of Strategy

Resource sharing for disruptive marketing

A planned pre-launch complemented our digital performance campaign

The strategy applied was in the following manner… Established Branded Land as a new category in Real Estate
Planned pre-Launch of the project with a 100% digital distribution strategy to enable mass-scale participation
Multi-staged approach by delinking the applications and the allotments
An aggressive and impactful digital performance campaign

Our Impact

Codename B.L.I.S.S.

Codename B.L.I.S.S. India’s democratized land buying opportunity

We created that FOMO by presenting this as an investment opportunity that was secure and one of tremendous growth… and named it Codename Bliss to bring out the essence of this opportunity.