Kolkata, Jan. 14 -- In December, the iconic Howrah Bridge in Kolkata turned blue, as did the city's famous clock tower, a replica of London's Big Ben. The South City and Acropolis shopping malls got the same treatment, as did the conveyor belts at Netaji Subhas Chandra Bose airport.

The city hadn't turned blue because its denizens had a sudden hankering for the utopian world depicted in James Cameron's film Avatar; the eye-catching sights were simply part of a marketing campaign by Godrej Properties Ltd (GPL) for 'Godrej Blue', its newest project in Kolkata. Last month, India's best-selling developer launched the premium project, built around a pond in the New Alipore area, with three- and four-bedroom residences. The 482 apartments, acr...