It’s a full circle for HoABL as it goes back to where it all began
For The House of Abhinandan Lodha, Dapoli will always remain special. It is their origin story; where it all began. What started from a small land parcel in this quaint beach town in Maharashtra’s Konkan region in April 2021 has today transformed into a roaring victory.
Therefore, the campaign for the launch of Cape of Bliss had to be personal. Today, the project is looking at a blockbuster opening thanks to a one-of-its-kind and possibly India’s first national real estate campaigns that spans more than 50 cities.
The idea was simple: It is not just about selling land, but about reinforcing the core reason of HoABL’s existence. That investing in land with The House of Abhinandan Lodha removes the barriers of owning a deadlocked asset and helps one create intergenerational wealth.
Buying land has always been second nature to Indians given our affinity to the soil. Hence, the campaign showcases Cape of Bliss as a strong investment story for first-time land buyers. It specially targets the consumer segment that although strongly believes in the benefits of investing in land, but doesn’t due to the inherent problems associated with it.
Masterfully labeled ‘My First Land’, HoABL’s ad campaign tugs at the heartstrings of consumers by invoking the warm, fuzzy feeling of belongingness. It appeals to the notion of pride associated with every ‘first’.
Already riding the wave of success HoABL saw in Goa where a large chunk of its consumers were from Delhi and Ahmedabad and not Mumbai, the company is aiming to generate more than 50% of business from outside Maharashtra. Considering the scale and magnitude of the campaign, it is easily achievable too.
After Dapoli, HoABL, India’s largest branded land developer, is also gearing up to make a mark in Uttar Pradesh with multi-billion dollar projects slated to be launched in key cities like Ayodhya, Varanasi, Gorakhpur and Vrindavan.
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