TMGL

Five Gardens

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 Xanadu Impact

Everyone stands but not everyone stands out.

0 + Cr

of sale within 2 months of the launch

0 +

walk-ins

0 %

of the business plan target achieved

The Brief

May the best Realty win

The market was intensely competitive 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.

Our Insights

More space. Same place.

The first step was understanding 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.

Xanadu Strategy

More luxury. More value.

The project had to grab the attention of The Heritage Mumbaikar, people living in South Mumbai, up to Dadar. The project strengths were leveraged, the living spaces were the biggest in the micro-market for the said location.

Hence the inception of the ‘Heritage & Green Capital of Mumbai’ and the birth of its iconic address: The Crown Jewel, TMGL Codename Five Gardens.

Application Of Strategy

It got noticed & sold the hottest

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.

Our Impact

Exploring the project’s strengths worked

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.