The project named ‘Amayaah – Above All’ will see the coming together of artists and architects to build 51 personalised, furnished, artist designed and curated villas for each buyer. The role of ITSA will continue even after completion of the project in creating personalised spaces for the owners
BestMediaInfo Bureau | Delhi | November 15, 2013
ITSA Brand Innovations has been roped in for a unique project named ‘Amayaah – Above All’, which will see the coming together of artists and architects to build 51 personalised, furnished, artist designed and curated villas for each buyer. The project is spread over 27 acres of land and is located near Rishikesh, in the foothills of the Himalayas, in Uttarakhand.
ITSA has developed a unique concept that raises the conversation in P2P (Person to Person) selling context beyond the conventional definition of another real estate project. The role of ITSA will continue even after the completion of the project in creating personalised spaces for the owners.
Two sisters, Radhicka and Sonali Kapoor, are at the helm of this initiative and helping them bring their idea of a perfect society to fruition is their father, Rajiv Kapoor, Managing Director of Rasandik Industries Ltd, a reputed manufacturing company that has established itself as a major player in the automotive component business over the last three decades.
Outlining the vision of the initiative, Kapoor said, “When I first saw the land and its location, I had a vision of likeminded people, men and women of substance, thriving in this space. I thought about the conversations they would have and how they would come together to create a perfect society. The villa to be built would be a testament to someone who had a life that deserved to be celebrated and edified. Every story here needs to be told in a unique, new way. The innovative concept that ITSA came up with was just the right solution we were looking for.”
Emmanuel Upputuru, Founder, ITSA, said, “A successful corporate project always depends on who is involved. And I am glad that there are people behind this project who have a clear vision. The Kapoor sisters and their father wanted the villas to be sold to likeminded people to build an ideal society which could contribute to the well being of Uttarkhand and that’s what got us excited. It’s the only real estate project with a vision to contribute to society while living in serene surroundings. To see our ideas come alive in brick and mortar is a very different kind of kick. The true power of the idea is to bring it alive on ground. We didn’t present a print campaign. We presented a product concept. This is the most challenging task in my career. The whole project is innovative.”
Daniel Upputuru, Chief Creative Officer, added, “The joy of designing concrete structures is incredible, especially one of this kind. From its conception to its implementation, the project is unique in every way. With all our energy and enthusiasm behind the project, it may just win us a medal at the annual Building Awards held in London and hopefully feature in the Wallpaper.”
Sheel Saket, Executive Producer, ITSA, added, "I'm thrilled about the whole idea and sometimes I feel I've stepped into the creative shoe and at other times become an architect, but most importantly, we have taken the responsibility of product development and marketing. Overall it's the great experience of taking such a big responsibility on behalf of the client. I am so delighted that this idea could be shared with the Kapoor family. This wouldn’t have been possible in a traditional agency model."
For the record, ITSA is almost a year old company formed by Emmanuel Upputuru, erstwhile NCD, Publicis; Anirban Mozumdar, ex-NCD, Publicis; and Daniel Upputuru who was head of TAG McCann Delhi, along with Concept's Vivek Suchanti. The agency was launched in collaboration with Concept Communications, wherein Concept gives ITSA the benefit of an established ecosystem including advertising, PR, digital and sports marketing capabilities.