With an already growing real estate market in Mumbai, Tridhaatu wanted to launch their new property at Deonar Farm Road (Chembur). The property was based on a virgin green plot. Renowned Hong Kong based architect James Law came up with a unique bamboo-inspired elevation for the same. Our task was to position it and to come up with a clutter-breaking campaign.
We immediately understood the inspiration behind James Law’s elevation when we visited the plot. It was a virgin green plot abuzz with birds. “It’s a pity we would have to let this go,” was a casual comment from us to the client, “unless we have a way to keep it intact” we said.
When the client expressed a desire and a sincere wish to keep the green heart of the property intact, we took that as a brief to position the property.
We suggested that Tridhaatu should build the property in a sustainable way, to let the original inhabitants of the land - the birds, have a reason to come back and never leave the property. So, we engaged with a birding expert who did some initial site visits to do a species count on the property. And, we were all pleasantly surprised to find over 40 species of birds dwelling in the property. The expert suggested that all these 40 species would come back to the property after construction if we planted fruiting trees which suited their diet. Tridhaatu committed to creating a bio-diverse habitat to suit the birds.
We further thought on how we could create a marvel of nature and we found that it wouldn’t take up too much land to make a butterfly park within this project. It would also become ‘The First Ever Butterfly Park’ in a private residential complex in Mumbai. And to do this credibly, we spoke to BNHS to create and maintain the park. The park would take a quarter of an acre, would be easy to maintain, but would offer a beautiful and surreal living habitat for its residents.
Now it was time to take the message to an audience that mattered. We mediated sponsorship from Tridhaatu for a Literature Festival and released our communication on the cover page of the 'Forbes Fortune 500' issue, which was sent to the top 500 CXOs on the Forbes mailing list. The project reached an elite audience who were looking for luxury with a conscience.
This married very well with James Law’s nature-inspired theme. Hence the positioning - Luxury built in collaboration with nature.
50% of Aranya was sold way before the launch of the project