Lodha, India’s leading real estate brand, has added a new asset to its marketing team with the appointment of Dhiraj Luthra as General Manager – Brand & Marketing. In this role, Luthra will manage brand strategy, integrated marketing, and consumer engagement for Lodha across residential and commercial portfolios.
With over nine years of experience in brand management and marketing communications, Luthra brings with him a proven track record of shaping narratives and building resonance for some of the country’s most successful entertainment and lifestyle brands like Sony Pictures and Discovery. Prior to joining Lodha, he was Marketing Manager at Sony LIV, where he led marketing campaigns for marquee shows. His work blended data-driven insights with storytelling to deliver measurable impact across digital and traditional platforms.
A strategic thinker with a passion for consumer behavior, Luthra has been instrumental in launching and scaling content properties that not only built viewership but also strengthened brand equity in highly competitive categories. His background spans brand strategy, digital-first marketing, performance campaigns, partnerships, and experiential activations, making him well-suited to drive Lodha’s ambitious growth agenda.
Speaking about his new role, Luthra said: “Lodha represents luxury, innovation, and excellence – values that resonate deeply with me. I’m excited to bring my experience from the world of media and entertainment into real estate, where brand narratives are equally powerful in shaping consumer choices. I look forward to contributing to Lodha’s journey of transforming urban living.”
Luthra holds extensive experience in brand storytelling and market expansion, and has also been actively involved in driving consumer insights into actionable business strategies. With his appointment, Lodha reinforces its commitment to building not just developments, but enduring brands that define modern India’s urban landscape.