Dedicated locality research platform
Enter your email address and you will receive
a link to reset your password
In a major branding move, Dosti Realty has announced its collaboration with eminent Bollywood actor, Anil Kapoor, as the Brand Ambassador for its Dosti Greater Thane venture. This partnership pairs the actor's iconic status, which bridges age groups in entertainment, with Dosti Realty's diversified appeal in the real estate sector.
In the world of marketing, the influence of celebrities has proven to be an undeniable force. The art of celebrity endorsements has evolved into a powerful strategy for captivating consumer attention and fostering brand loyalty. With the rapid ascent of the millennial demographic, opportunities for celebrity endorsements have surged across diverse industries, including automobiles, real estate, telecommunications, finance, and luxury products.
This transformative shift in the dynamics of celebrity endorsements is particularly evident in the preferences of India's millennials. An interesting trend has emerged, showcasing the affinity of young millennials, often in their late 20s or early 30s, towards prioritising homeownership. Recognising this change, brands have embraced a new approach – enlisting young celebrities as brand ambassadors. This strategic manoeuvre aims to rejuvenate established developer brands, rendering them more appealing to this vibrant and discerning segment of consumers.
In India, several notable celebrities have been part of real estate campaigns or have become brand ambassadors for real estate companies. Superstar Shah Rukh Khan has served as the brand ambassador for Mahagun Group, a prominent developer situated in Noida. In the past, Deepika Padukone has endorsed Ace Group while Anushka Sharma has endorsed Ruparel Realty. Kangana Ranaut was the brand ambassador for Platinum Group’s Prive project in Mumbai. Actor and director Farhan Akhtar endorsed Piramal Realty’s Piramal Mahalaxmi project last year.
The Lodha Group has had several celebrities endorse its projects over the years such as Akshay Kumar & Twinkle Khanna for Lodha Amara, Deepika Padukone for Lodha Belmondo, and Aishwarya Rai Bachchan for Lodha The Park. Recently, Dubai based Danube properties launched a campaign featuring Sanjay Dutt and Arshad Warsi catered specifically for the Indian target market. In July this year, Pune based Gera Developments signed on Amitabh Bachchan as their brand ambassador.
Several Indian sportsmen too have lent their face to multiple real estate projects. During his heyday Sachin Tendulkar is said to have endorsed Pune based Amit Enterprises for a whopping Rs 9 crore endorsement deal. In 2016, Virat Kohli teamed up with Bengaluru based Nitesh Estates for their #winningthefuture campaign. In 2012, Gurgaon based Homestead Infrastructure roped in Michael Schumacher for its Michael Schumacher Word Tower project. Rahul Dravid endorsed Piramal Realty for a brief period of time. Kanakia Spaces had French football player Zinedine Zidane and Indian cricketer Zaheer Khan as ambassadors for their Kanakia Paris project in BKC, Mumbai.
Not all celebrity endorsements have yielded a positive impact. After the collapse of the Amrapali Group, Mahendra Singh Dhoni and Harbhajan Singh, who had endorsed the brand in the past, suffered severe backlash from the public. The Confederation of All India Traders (CAIT) demanded that MS Dhoni be held accountable for the actions of the builder he chose to represent. Similarly, tennis star Maria Sharapova found herself embroiled in a legal tussle in the early 2010s with the homebuyers of a luxury project by Gurgaon based Homestead Infrastructure. She has endorsed the project and even met with potential homebuyers in the project’s sale office to encourage them to purchase homes in the project.
A popular opinion is that celebrities must be held accountable for misleading endorsement for brands as their endorsement of the brand has a direct impact on the product’s acceptance and eventually sales. On the other hand, many people the final responsibility lies with the buyer to complete his or her due diligence before making such substantial investments. Why the moral responsibility remains debateable, the trend and popularity of celebrity backed campaigns and endorsements looks like it’s here to stay.
Propscience is India’s dedicated property news portal. We cover the latest events, news, trends, deals, new launches and more.
All our services and tools are completely free of cost and available 24X7!
We use cookies to give you the best possible service while using our website, please click accept and carry on browsing if you're happy with this. For more information see our Privacy Policy.
Okay, Got it!This disclaimer ("Disclaimer") is applicable to the entire Site. Upon entering the Site it is recommended that you immediately read the Terms and Conditions and Privacy Policy listed therein. Your continued usage of this Site will indicate your unconditional acceptance of the said Terms and Conditions and Privacy Policy. You hereby agree that Propscience reserves the right to modify at any time, the Terms and Conditions and Privacy Policy governing this Site without prior notification. Your usage of the Site implies that you will be bound by any such modification. You agree and acknowledge that it is your responsibility to periodically visit the Site and stay updated with the Terms and Conditions and Privacy Policy of the Website.
The information contained in this Site has been provided by Propscience for information purposes only. This information does not constitute legal, professional or commercial advice. Communication, content and material within the Site may include photographs and conceptual representations of projects under development. All computer-generated images shown on the Site are only indicative of actual designs and are sourced from third party sites.
The information on this Site may contain certain technical inaccuracies and typographical errors. Any errors or omissions brought to the attention of Propscience will be corrected as soon as possible. The content of this Site is being constantly modified to meet the terms, stipulations and recommendations of the Real Estate Regulation Act, 2016 ("RERA") and rules made thereunder and may vary from the content available as of date. All content may be updated from time to time and may at times be out of date. Propscience accepts no responsibility for keeping the information in this website up to date or any liability whatsoever for any failure to do so.
While every care has been taken to ensure that the content is useful, reliable and accurate, all content and information on the Site is provided on an "as is" and "as available" basis. Propscience does not accept any responsibility or liability with regard to the content, accuracy, legality and reliability of the information provided herein, or, for any loss or damage caused arising directly or indirectly in connection with reliance on the use of such information. No information given under this Site creates a warranty or expands the scope of any warranty that cannot be disclaimed under applicable law.
This Site provides links to other websites owned by third parties. Any reference or mention to third party websites, projects or services is for purely informational purposes only. This information does not constitute either an endorsement or a recommendation. Propscience accepts no responsibility for the content, reliability and information provided on these third-party websites. Propscience will not be held liable for any personal information of data collected by these third parties or for any virus or destructive properties that may be present on these third-party sites.
Your use of the Site is solely at your own risk. You agree and acknowledge that you are solely responsible for any action you take based upon this content and that Propscience is not liable for the same. All details regarding a project/property provided on this Site are updated on the basis of information available from the respective developers/owners/promoters. All such information will not be construed as an advertisement. To find out more about a project / development, please register/contact us to visit the site you are interested in. All decisions taken by you in this regard will be taken independently and Propscience will not be liable for any such loss in connection with the same. This Site is for guidance only. Your use of this Site - including any suggestions set out in the Site and or any use of the resources available on this Site, do not create any professional - client relationship between you and Propscience. Propscience cannot accept you as a client until certain formalities and requirements are met.
We use cookies to give you the best possible service while using our website, please accept it and continue browsing if you're happy with this. For more information see our Privacy Policy