Adhiraj

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

Business Transformation At A Glance

Improved Rank

14th to 3rd

0 X

Units sold

0 X

Faster sales

The Brief

Delivery assurance - confusion and disbelief around project delivery hampered potential customers.
The brand was present in the micro-market for over 10 years with negligible upgrade in the product offering.

Our Insights

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 and brought clarity to their purchase.

Xanadu Strategy

The ‘Delivery Angle’- with ‘Shot-on-location’ imagery (for ‘The Signature Towers’ campaign), we developed communication 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 & Sustainable, complemented by introducing new-age amenities like co-working spaces, digital vending machines, laundromat, EV charging points, in-house OPD & 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

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 coming from the channel.
ATL campaign

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

Xanadu Impact

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