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Celebs Endorsing Real Estate Projects

Add comment   |   May 3, 2007    04:32pm   |Contributed by Indian Realty News

Earlier, the stars were regarded as the trendsetter in Film Industry but they are now creating an environment for a distinguishing factor – ‘Star Power’ in Indian real estate. Builders have lined up to sign affluent celebrities as their brand ambassadors and are preparing to release their advertisements featuring them.

And, it is not just the filmstars but cricketers, TV actors and even musicians are lending their name to the property market. Close on the heels of real estate giant, DLF, it is now Omaxe which has signed up sarod maestro Ustad Amjad Ali Khan and his sons Amaan and Ayaan.

Such a step can be looked upon as an initiative on the part of developers to drive their growth rapidly. Earlier, Shahrukh Khan was seen promoting DLF’s business whereas Rahul Dravid will bat for Skyline Housing and Construction Ltd.

The famous Chadha Group has signed Kapil Dev as its brand ambassador whereas Preeti Jhingiani will endorse LVL City.

DLF claims the personality of Shahrukh Khan to fall in sync with its product. The very obvious reason for the developers to rope in celebrities is their seamless popularity.  They bring a psychological advantage as their trust factor spills onto the company.

Do the celebrities possess potential to translate their allure into trade? However, most agree to this and expects positive response if the brand and celeb gel together.

Shahrukh Khan, the heartthrob of millions, playing brands ambassador for DLF, had the maximum advertising share (35%) in 2006. Following in the footsteps were Amitabh Bachchan and Aishwarya Rai who endorsed Amby Valley City with 83% and 81% respectively.

By signing an ideal ambassador, any brand can gain fast recognition among the target audience since the popularity factor of the celebrity comes as a support. In addition, it offers the brand a personality to form a quick connection with the customer.  Also, it adds to brand acceptability in a big way.

Submitted by R. Shivanandan

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