CREATE SUSTAINABLE BUSINESS MODELS
I have been in this role for more than a decade and in my previous organization TATA Housing led the organization’s transformation into the new age digital first approach for multiple brand launches across the country. NOVEL STRATEGIES & PRODUCTS With Sarova, we were very clear that we wanted to stay away from the clichés and communicate the soul of the project which is ‘Human Experiences’. We used two of the most powerful tools to convey this message - Unique art form and the child within us as the protagonist. This created a parallel universe where every human experience was seen as a celebration of endless possibilities & hope. MOST SUCCESSFUL MARKETING CAMPAIGNS The Launch of Sarova (Siennaa and Aubburn) has been the game changer and generated business of more than Rs. 850 Crore during the Launch and more than Rs. 1500 Crore in the last 2 years with marketing spends of less than 1.2%. Our other projects have contributed more than Rs. 1200 Crore in the last 2 years with the help of innovation driven campaigns. We pre-launched our new project at South Mumbai’s Sewri as Codename HELLO EPIC generating revenue of Rs 200 Crores in the soft launch phase. WITH CONSUMER MIND-SET EVER EVOLVING, IT WILL BE KEY TO APPEAL TO THEM AS A BRAND WHICH REFLECTS IN PRODUCT DESIGNS AS WELL AS BRAND POSITIONING. SOCIAL INITIATIVES Through The Green century initiative, we planted 100 plants on behalf of the resident at our Sarova Green Park. We have also partnered with the Maharashtra government’s Vanamahotsav drive to plant 33 Crore trees in the state. CAREER MILESTONES Successful Launch of TATA Housing’s Goa project, still cited as a case study by Facebook internationally which generated 300 sales in just 10 days. Launch of affordable segment Shubh Griha saw one of the most successful lottery allotment schemes by any private developer till date. Collaboration with Amazon for TATA Housing was the first time, that Amazon Partnered with a real estate brand ever. I was instrumental in conceptualizing Desh Ka Namak campaign for TATA Salt. At UB group implemented marketing campaign Jabb Mill Baithenge teen Yaar and packaging innovation of Bagpiper to Tetra pack.
Tags : Real Estate Developers Speak Housing Sales Projects Marketing Rajeeb Dash Sustainable Clients brand positioning business models human experience Thacker Group Venture