The Bollywood power couple endorses Amāra – Lodha’s utopian neighbourhood in Prime Central Thane
Lodha Group, India’s largest real estate developer, today introduced celebrity couple Akshay Kumar and Twinkle Khanna as the brand ambassadors for its new landmark neighbourhood ‘Amāra’. Akshay, one of the most stylish stars in the India’s movie industry and Twinkle, an extremely successful entrepreneur and writer are the first couple of Amāra, a world-class neighbourhood in Thane, Mumbai. As part of a new advertisement campaign, the couple will be seen together for the first time endorsing a real estate project in India.
The lush green landscape of Amāra comprises of smart sized 1, 2 and 3 bedroom residences housed in 27-30 storied elegant towers, and 85% of space left open. On account of large open spaces, car free concept and 1000s of existing trees, the air quality in this neighbourhood (AQI of less than 75) is far better than any other city in India (including Mumbai) and almost at par with leading cities like New York and London. The name, Amāra is derived from the Sanskrit word ‘Amar’ meaning ‘eternal’ – the neighbourhood has been designed to meet the eternal desire of humans to have the choice to pursue what they desire and have maximum happiness and contentment.
During its pre-launch, Lodha Group witnessed an unprecedented sales of over 2000 homes worth INR 1600 crores and within the first weekend of launch, another 300 units have been sold. These sales are record-breaking and reflective of the strong demand for high quality housing in the Mumbai region.
In great cities around the world, urban living is witnessing a unique and differentiated residential experience – neighbourhoods built on principles of new urbanism that promote an environmentally conscious life amidst a green cover, yet located in the heart of a city. To drive this new urban transformation in Mumbai, Lodha Group has brought together the finest internationally acclaimed partners, Padma Bhushan Hafeez Contractor and award-winning Singapore based landscape design firm Sitetectonix, who will create a masterpiece in landscape architecture and urban design at Amāra.
Speaking on the development, Mr. Akshay Kumar said, “Amāra is a unique urban concept, as par with master planned neighbourhoods of leading cities around the world. It’s like coming home to a world where every moment is rich, fulfilling and meaningful. It’s extremely rare to find such a haven in the middle of a city. This neighbourhood will enable its residents to live more, do more. I am delighted to be associated with Lodha Group on this new and innovative project, because it’s so refreshing to find such a forward looking developer that chose to build a society in a city without harming any nature. Instead of building a concrete jungle, Lodha has brought to us a luxurious nature filled neighbourhood fit for anything…What more could a family wish for than a nature linked lifestyle with the city at ones feet… Amāra simply lets you Do More, Live More.”
On being asked how Amāra falls into the evolution of Mumbai as a megapolis, Ms. Twinkle Khanna added, “This city has been growing at a very rapid pace and it is always nice to see lifestyles that allow you to stop and smell the proverbial roses. Time to reflect and spaces that allow you to do so are both a need and a great luxury. Every day in this neighbourhood, you have the opportunity to relax and re-energise. Amāra is a big step in that direction.”
Unveiling Amāra, Prashant Bindal, Chief Sales Officer (CSO), Lodha Group, said: “Over the years, Thane as a location has grown tremendously to create its mark today and it has become a booming commercial and residential hub due to the influx of business centers and other key developments. The robust demand generated by this neighbourhood, is proof that there will be a mass exodus of employable populace to Thane in the coming years. Moreover, branded urban neighborhoods are a rare phenomenon in Mumbai, and a lush and verdant neighborhood is even rarer in the city. In this backdrop, Amāra has received an encouraging response in the pre-launch stage with over 3000 booking applications. This neighbourhood has not only created super normal demand in a highly competitive market such as Thane but also revived its real estate landscape by reinforcing people’s trust towards appreciation and investment in real estate.”