Privacy, luxury’s lesser known cousin.

When Kumar Properties wanted to launch its next project, the clutter in the luxury and mid luxury segment presented a seemingly unsurmountable communication challenge. How do you stand out among the predictable and repetitive format that passes for luxury real estate communication? Rather than resorting to hollow promises and building a product story, could the perception of luxury itself be changed? The strategy presented to Kumar Properties was to create a separate niche, a separate luxury vertical, with a clear value proposition – Privacy. This wasn’t limited to just the communication, but actually integrated in the product offering as well.