The Background

Founded in 2006 Rajapushpa Properties is a leader in the real estate space in Hyderabad. For more than a decade, Rajapushpa has been reinventing the standard of real estate in the form of gated community apartments, villas and commercial IT/ITEs spaces.

About Project

Rajapushpa SKYRA, sits on Plot No. 07 in Neopolis, a highly coveted luxury corridor in West Hyderabad. With three towers rising to 56 floors, SKYRA offers ultra-luxury 3 & 4 BHK residences ranging from 3,140 to 5,235 sq ft, set in a 6.5-acre gated community with 80% open space. The development includes a 60,000 sq ft clubhouse, sky amenities, and premium finishes.

The Buyers

• Ultra-luxury aspirants: Executives from Hyderabad’s IT and corporate corridors who want a signature address.
• High-net-worth families wanting expansive and sophisticated residences.
• Lifestyle-driven individuals who prioritize amenities like sky decks, wellness spaces, and communal leisure areas.
• Long-term investors who recognize the growth potential of Neopolis as a growing premium node.

The Challenge Statement

Neopolis is a highly competitive luxury micro-market, saturated with high-rise projects from multiple developers—including Rajapushpa’s own portfolio. SKYRA needed a strong, differentiated identity to stand out and avoid being overshadowed or misunderstood as just another luxury tower.

The Approach Statement

We developed a 360° integrated campaign based on two strategic brand pillars:

A. The Magic of Number 7

• Plot No. 07 is central to the narrative: culturally and emotionally significant (rainbow, luck, completeness).
• Teaser ads (print, video, digital) used the symbolism of “7” — celebrity jersey, rainbow, and cultural associations — to build curiosity and aspirational appeal.

B. The “S.E.T. Life” Proposition

• We distilled SKYRA’s unique product strengths into Spacious, Elegant, Tall (S.E.T) — creating a concise, compelling lifestyle claim.
• The campaign visualized and communicated each pillar through:
  • Launch print ads featuring the tower elevation
    

    

    

    

  • Videos & lifestyle content highlighting spacious interiors, refined amenities, and sky-high living
  • Marketing office branding with premium design elements reinforcing the “S.E.T. Life” promise
  

  

  

The Result

• The teaser campaign generated 700+ enquiries from prospective buyers right after launch.
• The full launch creatives added 400 more enquiries.
• About 80% of units were sold within the first week of the launch.
• The dual messaging around “Plot No. 07” and “S.E.T. Life” resulted in strong recall and differentiation, helping SKYRA carve a powerful place in Neopolis.

Conclusion

By leveraging a deeply meaningful symbol (the number 7) and crafting a brand promise that captures the essence of the product (“Spacious. Elegant. Tall.”), The campaign succeeded in building a high-impact, emotionally resonant identity for SKYRA. This approach not only cut through the crowded luxury market but also translated into extraordinary sales success.