Celebrities push to realty projects

And now it seems that Bollywood stars and cricketers pushing the sale of housing projects. They are doing their bit In order to impress the possible customers that the product they are pushing for is the best. The latest to join the race is none other than Bollywood diva, who is now more visible on stories related to her brand new boy friend rather than some critically acclaimed work on screen is Sushmita Sen. The tall beauty queen with plastic smile has become the brand ambassador of Assotech group. And if you talk about the first Bollywod star pushing the cause of a realty firm, it was perhaps (who else ?) Amitabh Bachchan, who has been doing the job of brand ambassador of hair oil to cold drink and from cement to perhaps every possible product. He was the brand ambassador of Sahara Homes. Well, God bless him for his phenomenal energy level.
When those big time celebrities live in the most luxuries homes worth many crores become the brand ambassadors of those houses which are meant for middle class people, it looks very unrealistic and unacceptable, feels Devinder Gupta,CMDof realty advisory Century 21.
And like Big B and Sushmita Sen, Captain of the Indian cricket side MS Dhoni and his dear pal of off the field and on field, RP Singh, are putting lot of efforts to promote the cause of Amrapali group project in NCR. They can be seen in the page 3 parties of Amrapali group to advertisements of the realty firms. According to Anil Sharma,CMD,Amprapali group, as both MSD and RP Singh are dashing players and they command lot of respect due to their performances, that is why they have decided to appoint them their brand ambassadors. “ I am pretty sure that they would make a difference in making the brand of company even more visible and strong.
“ I thought that while stars make your brand popular among the possible buyers, it is highly debatable that they can make any difference in the final decision making of either housing or commercial property. We Indians take the final call in matters related to property buying after lot checks,” feels Sunil Jindal, ceo of SVP group.
Replaying to a question related to her joining hands with Assotech group, Sushmita Sen said that as she was very much impressed with the kind of work Assotech group has done over the years that was precisely the reason for her becoming their brand ambassador.
If you scan through the pages of recent history of realty scene of the capital, you would notice that there is long association between Bollywood stars and realty firms. When Sagar Apartments came up at Tilak Marg in early 70s, the promoter Sagar Suri sold one flat each to tragedy king of yesteryears Dilip Kumar sahib and Manoj Kumar, the self-proclaimed Mr. Bharat Kumar of Hindi film world. It is said that the promoter did not make them their brand ambassadors at that time or perhaps those were little innocent times, but Suri ensured that this news circulated in a big way that two top film stars have purchased flats. While Dilip Kumar sold that flat couple of years ago, Manoj Kumar still stays there as and when he is in capital. In a same way, a Delhi based realty firm sold two flats to Anupam Kher and Amisha Patel but they did not made them their brand ambassadors. However, the firm ensured that this particular news circulated in the circle.
Joining the debate of role of some celebrity in the world of bricks and mortar, Alimuddin Rafi Ahmed,CMD of ILD group, feels that there is real cut-throat cometition one can see in realty industry. This is one industry where the survival depends only on the kind of work that you do. “ I thought if you are a long time player of real-estate world, you have to be very careful of the kind of product you are building. If it is good and pass the test of time then can survive. Otherwise you would be out. “ I am looking for a flat that would be good for me as well as in my budget. I am not interested that which star has become the brand ambassador of which realty firm,” tersely says A.Mishra, a young scribe.
Explaining the reasons for their roping in Sen, the affable MD of Assotech, Sanjeev Shrivastava said that she is a symbol of modernity with lot of grace. That is also the hallmark of Assotech group, naturally they roped her.
Finally,Sanjay Khanna, director of Kailashnath Projects Pvt.Ltd, give a sane suggestion to all those who are looking for a property that there is nothing wrong watching the well-made advertisements featuring big ticket stars endorsing some project or product, but when it comes to buying you have to use your brains.