Client: Luxora Infrastructure & Aanya Real Estate Limited
Project: Branding & Launch Marketing
Ensaara Metropark is 350-acre integrated township in the heart of India, at Nagpur. Following master-planning by the architects HOK the new township was to be a model development with a range of housing and apartment types, a school, hospital, sports and recreation facilities, a shopping mall, business centre, police and fire stations, bus and petrol stations, amphitheatre, temples, community centres, and its own sewage treatment works. In addition, the township was to feature a significant number of parks, pocket-parks, gardens, vegetable gardens, and water features such as a lake and streams.
We addressed the first issue by devising a new product name, metropark, as well as a brand name, Ensaara, for the development. The goal was to distance Ensaara from other failed townships and communicate its proposition. We addressed the second issue by devising a marketing approach where all claims could be substantiated, and created a Key Facts document for the Marketing and Sales teams so that they would stay on brand and build credibility with potential purchasers.
We were commissioned to define and devise a brand for the new development and create the launch sales and marketing collateral. We began the project by researching the integrated township landscape, in Nagpur and its surrounds, and the Indian property market. This research generated several insights. First, that the notion of integrated townships had become debased by developers claiming its status for sites not fitting the Indian Government’s criteria and also failing to complete developments. This had led to cynicism among purchasers. Secondly, Indian buyers had become jaundiced by developers promising ‘heaven on earth’ and delivering quite the contrary.
