WHEN YOU DON’T JUST MARKET, YOU REIMAGINE THE MARKET
The Ghost on Kolshet Road
Thane’s Kolshet Road has long been the battleground of India’s most powerful real estate brands. Lodha, Oberoi, and Godrej tower over the micro-market, setting benchmarks for scale and aspiration. In their shadow, however, stood a project that no one dared to speak of.
Three towers, nine hundred homes, launched with much fanfare nearly a decade ago. But conceived in the pre-RERA era, its design was stuck in another time—cookie-cutter flats, each 380 sq. ft., identical in size and soul. Ownership changed hands, promises were made and broken, brochures were printed and forgotten. What was supposed to be a kingdom for the common man had decayed into a carcass of concrete.
For seven long years, the towers stood abandoned—rejected by buyers, ignored by brokers, and shunned by the market. In a city where land is scarce and homes sell overnight, this project became the symbol of what no developer wants: failure.
The Last Throw of the Dice
When the promoters finally approached Brand Acres, it wasn’t with the expectation of a miracle. It was desperation. Multiple agencies had tried, armed with discount offers, freebies, and glossy ads, yet none had cracked the code. The project was on life support.
But where others saw a lost cause, Brand Acres saw a deeper story. To them, this was not a project problem—it was a positioning problem. “If we tried to sell this as another affordable housing block, it would never work,” recalls one of the strategists. “We needed to change not the floor plan, but the soul.”
The Wazir’s Move: Creating a Kingdom
The breakthrough came with a bold question: what if this wasn’t housing at all? What if the concrete towers were reframed as the foundation of something larger—a movement, an identity, a cultural statement?
That’s how Yuvarajya was born. Not as a project, but as an idea: India’s First Housing Movement for Millennials.
The very name carried the weight of reimagination. No longer a stuck relic, it became the Kingdom of Youth, a space that promised identity, freedom, and aspiration to a generation priced out of branded homes.
From a Stuck Project to Millennial Revolution
Once the name was coined, every element of marketing was re-engineered. The pitch wasn’t “Buy a flat.” It was “Claim your freedom.” Yuvarajya promised what the youth craved: not just four walls, but a lifestyle that understood them. The same project once dismissed as “unsellable” was now defining the micro-market’s conversation.
The Campaign That Became a Culture
What made Yuvarajya different was that it refused to rest after launch. Instead of brochures, there were Youth Housing Carnivals with music, art, and ideas. Instead of discount schemes, there was the Azadi Campaign: Azadi from rent. Azadi from insecurity. Azadi to build. Instead of dull launches, there was a Yuva Rap, written and performed by the youth themselves, turning the project into a cultural moment.
For the first time, a housing project in Thane didn’t look like real estate. It looked like a movement.
The Market Turns
The results were staggering. Within forty-five days, 1,200 expressions of interest poured in—a number unheard of for a stuck property. On launch day, over 700 channel partners gathered, not out of obligation but out of curiosity for the buzz they could no longer ignore.
They left astonished. In just ten hours, one hundred homes were sold. In three months, sales crossed three hundred units. Within a year, Yuvarajya had achieved what the branded developers dominating Kolshet had not anticipated: it outsold them in momentum.
Brand Acres ensured momentum stayed alive. The “Pura Thane Ghoom Liya” campaign turned Yuvarajya into a household name across the city. From tea stalls to tech parks, the name echoed. Channel partners regained faith. Buyers took pride. Yuvarajya was no longer just a project. It was an anthem.
The Lesson: Strategy Over Discounts
Yuvarajya’s success was not luck. It was a case study in the power of positioning. Where others tried to sell flats, Brand Acres sold identity. Where others cut prices, Brand Acres built pride. The wazir’s move was not in advertising spend but in imagination—seeing beyond what the market saw.
The Legacy of a Kingdom
Today, Yuvarajya is recognised as India’s first true millennial housing success story. More importantly, it is proof that real estate revival is not about brick and mortar but about meaning and storytelling.
For Brand Acres, the project stands as a defining moment. It is the story they tell when asked who they are. Because Yuvarajya wasn’t just a rebrand. It was a resurrection.
And in that resurrection lies the mantra of Brand Acres: “We don’t just build campaigns. We build movements.”
ID card when they pass through a security gate, thereby reducing boarding times and elevator congestion. M’s BRIDGE Global Remote Maintenance Service – Offers real-time diagnostics and predictive maintenance. MelEye Supervisory System – Uses advanced networking to monitor elevator and escalator traffic flow, allowing building managers to respond dynamically. ELEMOTION & ESMOTION Renewal Menus – Enable modernisation of existing elevator and escalator systems with minimal disruption. Traction Machines with Permanent Magnet Motors – Designed to improve energy efficiency, reliability, and operational smoothness.
Q In high-rise buildings and high-traffic environments, how does Mitsubishi ensure optimal safety and operational reliability? We employ advanced control systems and state-of-the-art installation techniques that ensure smooth and quiet rides with precise landing accuracy. Some key measures include: Permanent Magnet Motors, Super High-Rise Rope Mechanics, Active Roller Guides. These features not only enhance user comfort but also ensure long-term durability and safety in demanding operating conditions.