Vidhi Attri on how Elan Group plans to shape premium real estate in India

In conversation with Adgully, Vidhi Attri, Head of Marketing, Elan Group, shares insights into the company’s strategic collaboration with Bollywood icon Shah Rukh Khan and its vision for redefining luxury real estate. Attri discusses how this partnership aligns with Elan Group’s core values of ambition, excellence, and innovation, reinforcing its position as a leader in ultra-luxury living. She also highlights the brand’s commitment to setting new benchmarks in the industry through architectural excellence, sustainability, and world-class design.

As Elan Group continues to push the boundaries of high-end real estate, Attri delves into the company’s unique marketing approach, leveraging digital platforms, influencer engagement, and experiential marketing to elevate brand visibility. She also provides an exclusive look into Elan - The Emperor, a landmark project set to redefine the Dwarka Expressway with unparalleled luxury and futuristic design. With a strong focus on innovation and customer-centric experiences, Elan Group is poised to shape the future of premium real estate in India.

What inspired Elan Group to choose Shah Rukh Khan as its brand ambassador?

Shah Rukh Khan is a global icon who embodies ambition, excellence and timeless appeal—qualities that align seamlessly with Elan Group’s vision of redefining ultra-luxury real estate. Choosing him as our brand ambassador felt like a natural decision, as he reflects the very values we stand for: grandeur, exclusivity, and innovation. His inspiring journey resonates deeply with our aspirations. With Shah Rukh as the face of Elan Group, we aim to elevate our brand’s aspirational value and reinforce our position as a symbol of sophistication and prestige. Just as he has set benchmarks in entertainment, we strive to set new standards in luxury living through iconic, world-class developments.

How does this collaboration align with Elan Group’s vision for redefining luxury real estate?

More than just an endorsement, this collaboration embodies a shared commitment to ambition, achievement and the relentless pursuit of perfection—qualities that define both Elan Group and Shah Rukh Khan as icons in their respective domains.

At Elan Group, we are committed to creating landmark developments that reflect prestige, exclusivityand world-class design. Shah Rukh Khan’s timeless appeal and inspiring journey mirror our pursuit of crafting spaces that go beyond luxury—they offer a lifestyle of distinction. His association amplifies our brand’s aspirational value and reinforces our commitment to setting new benchmarks in ultra-luxury living. Together, we aim to shape the future of premium real estate in India with unmatched elegance.

What impact do you expect this partnership to have on Elan’s brand perception and market positioning?

Our association with Shah Rukh Khan will significantly enhance Elan’s brand perception and further establish us as a benchmark in the luxury real estate sector. As a household name across the world, his global stature, and credibility will build an emotional connection with our audience and reinforce the trust and prestige associated with our brand. By collaborating with an icon who is known for excellence and lasting influence, we aim to boost our resonance with discerning customers and differentiate ourselves further in a competitive market. Through this alliance, we are set to amplify our aspirational value, enhance brand affinity and visibility, and firmly cement our status as a brand synonymous with opulent living.

How does Elan Group differentiate itself in the ultra-luxury real estate segment?

We stand out in the ultra-luxury real estate segment by redefining the benchmarks of Trust, Quality and Sustainability. Over the past decade, Elan Group has consistently delivered unique experiences driven by architectural excellence, innovation, and great attention to detail. Every Elan project reflects our commitment towards creating iconic spaces that blend luxury with purpose. From design to execution, our developments stand out for their sophistication, sustainabilityand future-ready features. By integrating global standards with a deep understanding of evolving lifestyle aspirations, Elan continues to set new precedents in the ultra-luxury real estate landscape.

Elan Group has revolutionized the real estate landscape by introducing never-before-seen concepts that bring world-class luxury living to India. With Elan The Emperor, our latest ultra-luxury residential marvel, we have onboarded the finest global minds in design and development to create an architectural marvel that will transform the Dwarka Expressway and make its mark on the global stage of luxury real estate.

Could you share insights into the marketing strategy that positions Elan as a leader in high-end real estate?

Our marketing strategy is a 360-degree approach designed to craft aspirational narratives that deeply resonate with luxury buyers. We seamlessly integrate experiential marketing, digital innovation and high-impact storytelling to showcase the exclusivity of our offerings. By highlighting architectural brilliance, premium amenities, and an elevated lifestyle, we position Elan Group as more than just a real estate brand—it is a benchmark of refined living.

Our campaigns leverage strategic collaborations, visually compelling content, and precision-targeted outreach across digital and traditional platforms to build unparalleled brand recall. Through influencer partnerships, immersive walk-throughs and curated luxury events, we create meaningful engagement and lasting trust. This holistic, multi-layered strategy reinforces Elan Group’s undisputed leadership in the ultra-luxury real estate segment.

How does Elan Group leverage digital platforms, experiential marketing, and influencer engagement for brand visibility?

Digital platforms, experiential marketing and influencer engagement have proven to be powerful tools for enhancing brand visibility and connecting with our luxury audience. Our digital campaigns showcase the essence of Elan Group living through immersive content, virtual tours and targeted storytelling. Experiential marketing initiatives, such as exclusive launch events, personalized walk-throughs and curated experiences—create lasting impressions and emotional connections. We also collaborate with lifestyle influencers and thought leaders to further our reach, drive conversations and build trust within niche communities. This integrated approach has helped us emerge as a trendsetter in the ultra-luxury real estate space.

What makes ‘Elan The Emperor’ a landmark project in the luxury real estate landscape?

‘Elan The Emperor’ is part of Elan Group’s 50-plus acre township, which is the first integrated project along the Dwarka Expressway in Sector 106. This residential project introduces high-end expansive apartments, scintillating amenities and a holistic living experience, catering to the evolving lifestyle preferences of today’s elite. The project’s strategic location and visionary design merge connectivity with luxury, making it a prime choice for investors and homebuyers looking for a future-ready, high-value address.

Setting new benchmarks in design and innovation, this project brings together a prestigious team of global architects and urban planners, including UHA London, SWA Group, WET Design, HBA (Hirsch Bedner Associates), Leighton Group, CD+M Lighting Design Group, Mero Contractors, DSA Engineering and Thornton Tomasetti. Bringing together world-class craftsmanship, futuristic homes and sustainable living solutions, this project is shaping the identity of Dwarka Expressway as a premier luxury real estate destination.

With an emphasis on a premier array of over 100 luxury-laden amenities and a magnificent seven-level clubhouse, this ultra-luxury development is designed to offer an exceptional living experience. The project’s expansive green spaces, contemporary aesthetics and resort-style facilities will set new global standards for premium urban living, positioning it as the most desirable address for those seeking a blend of comfort, exclusivity and connectivity.

How does Elan Group integrate innovation and architectural excellence into its developments?

Elan Group integrates innovation and architectural excellence by collaborating with industry-leading globally renowned architects, designers and consultants to create iconic structures that have set new benchmarks in the real estate industry.

Every project is designed with a forward-thinking approach, combining aesthetic appeal with sustainable and smart solutions. From innovative technology integrations to environmentally conscious construction, Elan Group ensures that innovation is at the core of its developments. Unique design language, curated spacesand premium amenities define each project, setting new benchmarks in luxury real estate. This relentless pursuit of excellence allows Elan Group to deliver transformative living and retail environments that redefine urban experiences for the future.

What role does customer experience play in Elan’s branding and marketing approach?

Customer experience is central to our branding and marketing strategy. From the first point of contact to post-purchase engagement, every interaction is designed to reflect the brand’s ethos of excellence and exclusivity. Elan Group focuses on forging long-lasting relationships by offering personalized services, transparent communication, and high-touch engagement points at every stage of the buyer journey. Our marketing campaigns are designed to evoke emotion, aspiration, and trust, reinforcing Elan’s image as a customer-first brand. By prioritizing experience over transaction, Elan creates a strong emotional connection with its clientele, which not only drives brand loyalty, but also strengthens its leadership in the luxury segment.

What are Elan Group’s future plans for expanding its presence in the premium real estate market?

Elan Group will continue to lead the transformation of the real estate sector with a mix of commercial and residential projects featuring never-before-seen amenities. With a strong pipeline of upcoming projects, especially along the Dwarka Expressway and NCR, the Group aims to redefine urban living with a focus on innovation, sustainability and design excellence. Through strategic investments, global collaborations and customer-centric offerings, Elan Group is poised to scale new heights and solidify its leadership in the luxury real estate space.

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