Shweta Tiwari News

S tar power is fuelling a new trend in the realty sector. Now, construction companies are roping in celebrities to build a strong brand image. And it’s not just filmstars, but cricketers, TV actors and even musicians have joined the “real estate” bandwagon as brand ambassadors. RUNNING CHARM So, if Yuvraj Singh hits it off with LVL City, S. Sreesanth runs ahead for the Kochi-based Mather Builders. The latest firm to take a “distinguished” route is Omaxe Ltd, which has signed up sarod maestro Ustad Amjad Ali Khan and his sons Amaan and Ayaan.

“Celebrity endorsements act like a never ending charm. If a celeb’s personality and the positioning of brand blend well, then it definitely creates a trigger point. But a star should not override the product or brand and must never be used as mere gimmick to gain instant publicity,” says Amitabh Bhattacharya, vice-president, Omaxe Limited. BUILDING TRUST In fact, property developers are reaching new heights to drive their growth rapidly. While Bollywood king Shah Rukh Khan dons a new role for DLF, Rahul Dravid bats for Skyline Housing and Construction Pvt. Ltd. Similarly, actress Preeti Jhangiani espouses LVL City and legendary Kapil Dev backs the Chadha Group.

“Shah Rukh suits our brand perfectly. People admire him and, most importantly, he is loved by masses as well as classes,” says Shalini Wadhwa of DLF.

“Celebrities bring a psychological advantage as their trust factor spills onto the company as well,” she adds. The company will soon air its new advertisement featuring SRK once its IPO gets a green signal. SOARING SALES Few months back, even Amitabh Bachchan could be seen inviting people to buy property at the hi-end resi dential township, Amby Valley outside Mumbai, by the Sahara Group. Newly-married actress Perizaad Zorabian too was the face of AEZ Group till recently. Telly star Shweta Tiwari, better-known as Prerna of Kasautii Zindagii Kay, also promoted Gaursons for a long time. But does the star power translate into heavy trade? “If the brand and celeb gel together, it surely augurs sales,” says Bhattacharya. “Our ad film with the Khans was an instant hit not only with the A/A+ target buyers, but also had a strong impact across various groups,” he informs.

CLUTTER BREAKER 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. Plus, it increases the brand acceptability in a major way. “Since all real estate ad campaigns look the same, celebrities are the best bet to break clutter. Then, it also helps a brand gain credibility and respect,” says Ashutosh Khanna, chief operating officer, Grey Worldwide. AGGRESSIVE MARKETING In fact, the property sector, largely seen as unprofessional and disorganised, is now trying to build a positive image. According to a study by AdEx India, there has been a rise of 65 per cent in print ad volumes of the sector in 2006.

Similarly, it saw nearly four times growth in ad volumes on television. During the same period, new entrants constituted 45 per cent of the real estate advertisers in print. “Realty sector has become fiercely competitive with its growing economy. And as a product, it also needs aggressive and scientific method of marketing,” says Siddhartha Mukherjee of TAM Media Research.

So, the next time you plan to buy a new home, pay heed to your superstar’s advice. Happy buying.

GLAMOUR QUOTIENT In 2006, superstar Shah Rukh Khan (endorsing DLF Group) had the maximum advertising share (35 per cent) followed by Amitabh Bachchan and Aishwarya Rai (endorsing Amby Valley City) with 23 per cent and 21 per cent share respectively. And interestingly, Shweta Tiwari (Prerna) gave a tough fight to Bachchan bahu with 17 per cent share while Mona Singh, better-known as Jassi, had a three per cent share.