Altus, launches amidst challenging weather forecast for the Indian real-estate sector

Marketing | September 22, 2015 | Feature

Ice Global Pramod Gaikwad Altus

Is it a challenging time for the real-estate sector in India? Well, earlier this week in Mumbai, I was hosting the Big5 Construct India Exhibition and Conference, where Mr. Getamber Anand, President, CREDAI emphatically denied any such crisis for the real-estate sector in India. I believe such trends cannot be predicted with complete accuracy. We are seeing a correction, yes, but if someone writes about Humpty Dumpty’s great fall, I’d point out that he is still sitting on the wall.

It is in the midst of this blurry environment that Ahuja Constructions and JP Infra launched their ambitious residential project Altus in the presence of their first circle of channel partners. The launch event was executed in Mumbai at the gorgeous Taj Mahal Hotel. Yours truly, talked the proceedings.

The brief was clear and concise. The audience was compact. The event was brief, slick and effective. It did the job it was assigned to do without the cling and clang of pots and pans. It delivered on creating a buzz around Altus, it delivered on refreshing a connect with the channel partners and it delivered on asserting brand Ahuja Construction’s serious business intent. As it was an experience they was being marketed, the venue was serenaded using exquisite flowers and mood lighting. The stage proceedings were kept to a minimal, the emphasis being on one-to-one interaction of the sales team with the channel partners, post the event had piqued interest in the project.

The launch began with yours truly, setting the context of the evening and alongside setting the tone of the evening. Mr. Vivek Sharma, Vice-President, Sales, Ahuja Constructions then stepped on to take the partners through an overview of the new project. He took the partners through a presentation of the dream-weave of the Altus. This was followed by the launch that utilised the technique of 3D mapping, among other elements. He also revealed the offer price that the luxurious homes have been pegged at.

The Altus, to be built in Worli, is the next offering from Ahuja Constructions. Their flagship project Ahuja Towers, in Mumbai, is ready for possession. As the film on Ahuja Towers showcased the ultra-elements that the makers have brought alive in Ahuja Towers, including the fastest elevators in any residential complex in the country, the audience watched, transfixed at the sheer perfection of this property they had helped sell in a difficult market, may I add. Select partners were felicitated for their efforts in helping Ahuja Towers score a roaring sell-out.

The event was designed and executed by the leading experiential convergence company, ICEE-Global. Pramod Giakwad, Director, ICE-Global kept a calm eye on the crew. Ice-Global, jointly headed by the Yin & Yang duo, Sushma and Pramod, is an agency that is in constant dialogue with the client, delighting the client being ther core mantra.

Sometimes an event needs to do less, to do more. This is only possible if the team is at work is intelligent enough to understand this need for optimization. The Altus launch event could have turned out to be a loud affair. Instead, it subtly did the job to sell and swell, both. And yes, they found a prospective customer in me. And began the reverse pitch!

Houses are made of walls and beams, homes are made of love and dreams. Living spaces are precious. And that is why it is always a pleasure to host an event that allows me a peek into the creation of  homes that bring alive a dream.  Altus, an ode to living space, does indeed bewitch!

The event was designed and executed by the leading experiential convergence company, ICE-Global.

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