INSPIRED BY YOU
#LiveInspired by Life
1st Resident of Royal Purandar
Royal Purandar is a township with N.A. Villa Plots developed by Carcanet Infra Projects Pvt. Ltd located off NH4. It is an active living destination spread across 160 Acres of land, with amenities for adventure and fitness and N.A Plots starting from Rs. 25 Lacs plus Villas starting from Rs. 57 Lacs.
The development is nestled amid hills, offering sustainable living inspired by nature and beautiful mist-covered forest & hill views. One of the project’s main attractions is its multitude of world-class amenities - leisure, outdoor, adventure and recreational related activities.
Amura came up with a Go-to market strategy for Royal Purandar with an aim to target Rs. 50 Cr. revenue within a duration of 3 months.
The #LiveInspired campaign revolved around Ironman of India - Milind Soman, the brand ambassador and the first citizen of Royal Purandar. Milind Soman was chosen for this role and image as an inspiring individual who lives an active lifestyle. His personality and active imagery matched the philosophy of Royal Purandar i.e. ‘Live Inspired’.
The aim of the campaign was to promote the attitude of inspired and sustainable life for everyday activities. The campaign tonality was around targeting people to live an active, adventurous, stylish and healthy life on an everyday basis.
The positioning of Royal Purandar as a lucrative investment was done with a concept of assured returns on investment. Amura helped the brand right from the mapping of sales and operations processes along with resources internally and externally handling pre-sales, logistics and sales for the brand aiming at a conversion rate of 4%.
The Royal Purandar campaign was a great success overall, which can be attributed to high user involvement and resulted into the bookings of bigger inventories / ticket sizes and a healthy pipeline for future sales.
Today, Royal Purandar has become the active living destination for people in Pune & Maharashtra.
The success will continue with renewed efforts in 2017, additional initiatives with Milind Soman & the building of Royal Purandar’s professional triathlon track - India’s First in a residential community.