When Luxury Found Its Address in Thane
The Unlikely Challenger
In Thane’s luxury skyline, names like Kalpataru, Lodha, and Raheja had long monopolized the conversation. They weren’t just selling apartments; they were selling legacies.
So when Metro Group — a developer known for its stronghold in Kalyan and mid-income housing — decided to step into Thane’s ultra-premium market, the odds were stacked against them.
The project was ambitious: a high-end tower in Pokhran Road No. 1, one of Thane’s most aspirational residential corridors. But the question was — could a homegrown mid-income developer be accepted as a luxury brand in a market that worshipped pedigree?
That’s when Metro Group called in the one name that had mastered the art of transformation: Brand Acres.
The Challenge
From Mid-Market to Majestic
When Brand Acres first stepped in, the brief was simple yet daunting —
“Make Thane believe that Metro Group can build luxury.”
The product was premium — a single-tower residential marvel with state-of-the-art amenities — but perception was the real barrier. The challenge wasn’t the architecture; it was aspiration.
Brand Acres knew the project needed more than a name — it needed a legacy. It had to feel bigger than real estate — it had to feel presidential.
The Birth of an Icon: The Presidential
The strategy began with a declaration:
“Thane is getting what it deserved.”
With that, the tone was set — bold, unapologetic, and aspirational.
Brand Acres positioned the project not as another tower, but as a statement of arrival. Every element of the communication was crafted to elevate both the brand and the city itself.
The name “The Presidential” was not just a label — it was a metaphor for privilege, power, and perfection. For a city that was often considered the next-best option to Mumbai, this was the project that made Thane stand tall on its own merit.
The Campaign: Pokhran’s Firsts
To separate The Presidential from every other project in the vicinity, Brand Acres built a campaign around “Pokhran’s Firsts” — a creative framework that turned features into firsts and amenities into icons.
Pokhran’s first Infinity Pool.
Pokhran’s first Celebrity-Designed Interiors.
Pokhran’s first Digital Detox Centre.
Pokhran’s first Zero-Chemical Living Spaces.
Each feature became a symbol of superiority, each line a challenge to competitors. It wasn’t just luxury; it was innovation dressed as exclusivity.
The messaging was loud, proud, and aspirational — redefining what Thane could expect from its own developers.
The Launch: Where Prestige Met Precision
The Presidential’s pre-launch campaign — Pokhran First — became a case study in anticipation. Strategic teasers, influencer engagement, and high-decibel PR turned curiosity into desire.
Then came the reveal.
The event wasn’t a launch — it was a coronation.
Thane’s top channel partners attended, drawn by the buzz Brand Acres had meticulously built. The unveiling was complemented by The Yuva Rap performance, a reflection of the energy Brand Acres injects into every campaign — mixing lifestyle, music, and market strategy seamlessly.
The result was staggering: 30 luxury homes priced between ₹2 to ₹3 crore sold within 45 days.
A project once doubted by the market had become Thane’s new luxury benchmark.
Beyond Sales: Building a Brand Legacy
Brand Acres didn’t stop at launch. They built a long-term brand narrative for Metro Group itself.
Through curated PR, thought-leadership articles, and digital storytelling, the firm helped reposition Metro Group from a mid-income builder to a name associated with sophisticated, high-end living.
“The Presidential” was not just a one-off success — it became the cornerstone of Metro Group’s entry into the elite league of developers who don’t follow trends, they set them.
The Impact
Brand Uplift:
Metro Group transitioned from a regional player to a Thane luxury contender.
Sales Velocity:
30 units sold in record time without discounts or mandate-driven promotions.
Market Perception:
Pokhran Road redefined as a luxury micro-market, not just a residential corridor.
Emotional Resonance:
Buyers didn’t just invest in a home — they invested in a feeling of prestige.
The Brand Acres Philosophy
For Brand Acres, The Presidential was more than a campaign — it was a case study in narrative power.
They didn’t sell square footage; they sold status.
They didn’t advertise features; they declared firsts.
And they didn’t just build a project launch — they built a movement of belief.
In the chessboard of real estate, where many play the obvious moves, Brand Acres once again made the Wazir’s move — bold, strategic, and game-defining.
Epilogue: The City That Looked Up
Today, when people drive past Pokhran Road No. 1 and look up at The Presidential, they don’t see another tower.
They see a statement — a symbol of what happens when a visionary developer meets a strategic storyteller.
Because in the end, luxury isn’t built with marble or metal.
It’s built with meaning.
And that’s what Brand Acres does best.