By Dhruva Jyoti ChowdhuryKolkata, India: The construction companies in India are betting their money on celebrities to build a strong brand image for their developed projects. And you believe it or not, it is not just film stars, but ‘grief stricken’ cricketers, TV actors and even musicians have signed in as ambassadors endorsing real estate brands. Glamour is now the newest essence in the realty sector.
Celebrity signatures has now become a key ad mantra for many a construction companies. Such endorsements are not without the bouquet of non-tangible benefits. Besides, being attention grabber, the promos ensure credibility and send a strong message of persuasion to the common people who often get carried away by the stars. Exactly what the advertisers want.
In 2006, five celebrities including two film actors, one film actress and two TV actresses were used by the real estate advertisers for endorsement on TV. The number is likely to increase in 2007.
So, if Yuvraj Singh is hitting the screens and the bill boards with LVL City project, pace man S. Sreesanth is running fast on his follow through for the Mather Builders based basically in Kochi and looking ahead to expand their business to other parts of the country.
Rahul Dravid at present is being considered as ‘the wall’ for Skyline Housing and Construction. While talking of the tinsel town, the bollywood stars have also associated themselves with every brand coming their way as their ambassadors. Recently, Bipasha Basu, one of the sexiest babe of the industry has struck a raw deal. Popularly known as ‘Bips’ in the social circles, the girl is all set to associate herself with the business of real estate. She has recently got into a contract as the next brand ambassador for all of EMGEE real estate projects in India and other parts of the world.
Not to talk about Amitabh Bachchan who invited people, until a few months back, to buy their some share of property in the prestigious Amby Valley project launched by the Sahara India Pariwar. While her daughter in law Aishwarya Rai did not lag behind in the real estate endorsement and followed the footsteps of her father in law in the Amby Valley project. It is worthwhile to mention that the percentage of endorsement amount was a meager amount for the other family member of Big.
Others also do not want to lag behind. Newly-married actress Perizaad Zorabian too was the face of AEZ Group till recently while Television star Shweta Tiwari, better-known as ‘Prerna’ of the ‘(K)Ekta Kapoor famed ‘Kasauti Zindagi Ki’, promoted ‘Gaursons’ for a long time.
Just recently, Remo signed up for Pune-based Mont Vert Tropez. According to many, Remo’s endorsement allegedly struck a discordant note with the Goans as the singer had been on the fore front of a battle to save Goa from real estate giants.
Others who have understood the immense potential of the real estate sector and has endorsed with the sector include tennis ace Sania Mirza for GVK Industries, angry young man Ajay Devgun and dark and beautiful Kajol for Golden Grand Group, spin Maharaja Shane Warne for Nitesh group, singer KL Jesudas for SRK Constructions, former Davis cupper Vijay Amritraj for Royal Indian Raj and a singer with a difference Rabbi Shergill for Impact Country.
The perfect ambassador brings in two advantages for a brand. First, a celebrity gives the product greater recognition among the target audience since a large number of people know the person. Secondly, it gives the brand a personality to form a quick connect with the customer. It’s actually an image building exercise or an effort to be a cut above the rest, realty giants are now discovering that celebrity signature is the new mantra to achieve instant success.
Saurabh Kapoor of LVL City, a company that has Yuvraj Singh and Preeti Jhingiani as its brand ambassadors says a brand ambassador adds to the recall value of any product. If Amitabh Bhattacharya , VP, Omaxe limited is to be believed, a star should not override the product or brand and must never be used as mere gimmick to gain instant publicity. He also adds that if the brand and celeb gel perfectly, it surely augurs sales. Amitabh is famous for the Shahrukh Khan’s DLF advertisement. Bhattacharya opines that Badshah Khan was an instant hit not only with the A/A+target buyers, but also had a strong impact across various other groups.
Shalini Wadhwa of DLF. While airing her point of view said that the celebrities bring a psychological advantage as their trust factor spills onto the company as well. DLF is soon coming out with a fresh advertisement featuring SRK once its IPO gets a green signal. The Borell report of 2006, dealing with the online real estate advertising predicts that much of the growth in online real estate ad spending will be the result of a shift from newspapers. Newspaper real estate ads are predicted to total $4.327 billion this year, down almost 8 percent from last year's estimated $4.682 billion.
So, if Yuvraj Singh is hitting the screens and the bill boards with LVL City project, pace man S. Sreesanth is running fast on his follow through for the Mather Builders based basically in Kochi and looking ahead to expand their business to other parts of the country.
Rahul Dravid at present is being considered as ‘the wall’ for Skyline Housing and Construction. While talking of the tinsel town, the bollywood stars have also associated themselves with every brand coming their way as their ambassadors. Recently, Bipasha Basu, one of the sexiest babe of the industry has struck a raw deal. Popularly known as ‘Bips’ in the social circles, the girl is all set to associate herself with the business of real estate. She has recently got into a contract as the next brand ambassador for all of EMGEE real estate projects in India and other parts of the world.
Not to talk about Amitabh Bachchan who invited people, until a few months back, to buy their some share of property in the prestigious Amby Valley project launched by the Sahara India Pariwar. While her daughter in law Aishwarya Rai did not lag behind in the real estate endorsement and followed the footsteps of her father in law in the Amby Valley project. It is worthwhile to mention that the percentage of endorsement amount was a meager amount for the other family member of Big.
Others also do not want to lag behind. Newly-married actress Perizaad Zorabian too was the face of AEZ Group till recently while Television star Shweta Tiwari, better-known as ‘Prerna’ of the ‘(K)Ekta Kapoor famed ‘Kasauti Zindagi Ki’, promoted ‘Gaursons’ for a long time.
Just recently, Remo signed up for Pune-based Mont Vert Tropez. According to many, Remo’s endorsement allegedly struck a discordant note with the Goans as the singer had been on the fore front of a battle to save Goa from real estate giants.
Others who have understood the immense potential of the real estate sector and has endorsed with the sector include tennis ace Sania Mirza for GVK Industries, angry young man Ajay Devgun and dark and beautiful Kajol for Golden Grand Group, spin Maharaja Shane Warne for Nitesh group, singer KL Jesudas for SRK Constructions, former Davis cupper Vijay Amritraj for Royal Indian Raj and a singer with a difference Rabbi Shergill for Impact Country.
The perfect ambassador brings in two advantages for a brand. First, a celebrity gives the product greater recognition among the target audience since a large number of people know the person. Secondly, it gives the brand a personality to form a quick connect with the customer. It’s actually an image building exercise or an effort to be a cut above the rest, realty giants are now discovering that celebrity signature is the new mantra to achieve instant success.
Saurabh Kapoor of LVL City, a company that has Yuvraj Singh and Preeti Jhingiani as its brand ambassadors says a brand ambassador adds to the recall value of any product. If Amitabh Bhattacharya , VP, Omaxe limited is to be believed, a star should not override the product or brand and must never be used as mere gimmick to gain instant publicity. He also adds that if the brand and celeb gel perfectly, it surely augurs sales. Amitabh is famous for the Shahrukh Khan’s DLF advertisement. Bhattacharya opines that Badshah Khan was an instant hit not only with the A/A+target buyers, but also had a strong impact across various other groups.
Shalini Wadhwa of DLF. While airing her point of view said that the celebrities bring a psychological advantage as their trust factor spills onto the company as well. DLF is soon coming out with a fresh advertisement featuring SRK once its IPO gets a green signal. The Borell report of 2006, dealing with the online real estate advertising predicts that much of the growth in online real estate ad spending will be the result of a shift from newspapers. Newspaper real estate ads are predicted to total $4.327 billion this year, down almost 8 percent from last year's estimated $4.682 billion.
By 2010, newspapers will account for only 30 percent of real estate ad spend, or $2.9 billion less than Online’s share, according to Borrell.
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