We were presented with an immense task – to launch Lodha Amāra, a residential development in Thane with inventory worth over Rs. 7,000 crore. While at first this seemed like a challenge, we realised it was in fact a rare opportunity for homebuyers across India. These residences offered an enviable lifestyle in an upcoming locale, from India’s most reputed real estate developer, at competitive rates. It was, in other words, ‘the deal of the decade’. And so the campaign was born, featuring Akshay Kumar and Twinkle Khanna, not just as models but as people leading the Amāra lifestyle. The campaign captured the imagination of residents and investors across the world and resulted in over 3,500 residences booked. It was India’s most successful sales promotion ever. The rest, as they say, is history.