HoABL Launches 'Are You the Chosen One?' Campaign for The Sarayu, Ayodhya, Featuring Ranbir Kapoor
HoABL Launches 'Are You the Chosen One?' Campaign for The Sarayu
The House of Abhinandan Lodha (HoABL) has launched a new campaign for its flagship Ayodhya project, The Sarayu, featuring Bollywood star Ranbir Kapoor, who recently invested in the development. Built around the question, 'Are you the chosen one?', the campaign seeks to capture the emotional and spiritual connection many investors feel towards Ayodhyaji, positioning ownership at The Sarayu as an opportunity to be part of the city's cultural and economic transformation.
Kapoor's association with the campaign follows his recent purchase of land worth ₹3.31 crore within the project, making him both an investor and brand ambassador. This dual role underscores the developer's strategy to align celebrity credibility with authentic investment conviction, rather than traditional celebrity endorsement alone.
The Sarayu: Scale and Amenities
Spread across 75 acres on the banks of the Sarayu River, the branded plotted development offers title-clear land, world-class infrastructure and curated community living. The project also features a grand clubhouse, more than 40 lifestyle amenities and a five-acre vegetarian luxury hotel managed by The Leela.
The campaign highlights the project's location near the Sarayu River and key landmarks in Ayodhya. It also showcases elements of the development, including residential plots, lifestyle amenities, and hospitality infrastructure.
Campaign Positioning: Faith and Legacy
The campaign draws on themes of faith, legacy, and personal connection to Ayodhya. It positions The Sarayu as part of the city's ongoing transformation and growing prominence as a destination for visitors and investors.
In a statement, Ranbir Kapoor shares this emotion and has recently chosen to adopt a vegetarian lifestyle, reflecting deep respect for Ayodhyaji. With his recent decision to build a unique legacy for his family through investment at The Sarayu, it was natural to choose him for communicating his belief in the spiritually rooted world-class development to discerning customers across the world.
HoABL's Footprint and Growth
The House of Abhinandan Lodha (HoABL) is an Indian real estate company headquartered in Mumbai, Maharashtra. Founded in 2020 by Abhinandan Lodha, the company develops residential plotted land projects. As of 2024, it reported operations across 16 locations in India, including Goa, Himachal Pradesh, Maharashtra, Punjab, and Uttar Pradesh.
Between 2022 and 2023, the firm expanded its land holdings into Goa and North India, acquiring 51 acres in Ayodhya. According to company reports, HoABL has a portfolio of over 1,000 acres of plotted developments, with 13 million square feet of land sold and an additional 34 million square feet in the development pipeline.
In 2024, property acquisitions in HoABL projects were made by Amitabh Bachchan at The Sarayu in Ayodhya and Kriti Sanon at Sol de Alibaug. The Sarayu has thus become a flagship asset for the developer, attracting institutional investors and high-profile individuals.
Ayodhya's Transformation as Context
The campaign timing reflects broader momentum in Ayodhya's real estate evolution. An IIM Lucknow study, titled The Economic Renaissance of Ayodhya: A Case Study on Sri Ram Mandir and published in January 2026, called it a more than 60-fold increase in pilgrim traffic within months of the temple's opening. By mid-October 2025, cumulative annual footfall had crossed 22 crore, higher than the Taj Mahal.
Ayodhya is undergoing one of the most dramatic urban transformations in India. It is rapidly transitioning into a globally benchmarked spiritual smart city, integrating technology, infrastructure and tourism-led development. Maharishi Valmiki International Airport was built at more than ₹1,450 crore, with a 6,500 sq m terminal designed to serve about 10 lakh passengers annually. By the end of 2025, the airport had already handled 7,85,412 passengers and was running around 20 daily flights to major cities.
HoABL's Strategic Vision
The campaign comes as Ayodhya continues to emerge as one of India's fastest-growing spiritual and tourism destinations, attracting both pilgrims and investors alike. For HoABL, The Sarayu represents both a flagship development and a strategic bet on Ayodhya as a long-term growth hub, powered by infrastructure investment, pilgrimage flows, and institutional tourism development that extends well beyond seasonal cycles.