Celebrity Endorsement: Do They Really Buy Flats They Promote?

By SiliconIndia   |   Tuesday, April 2, 2013
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Bangalore: It has become common in real estate industry that developers are roping in Bollywood celebrities and cricketers to promote their ultra-luxury residential projects. Now the question is do these celebrities buy flats and live in the flats they endorse? Do they check developers credential and reputation before endorsing them?

Celebrities like Shah Rukh Khan, Mahendra Singh Dhoni, Yuvraj Singh, Sushmita Sen, Gautam Gambhir, Karisma Kapoor and many more can be seen promoting residential projects by becoming their brand ambassadors, reports Sarthak Shukla of TNN.

Well, celebs who earn big most likely have their own lavish homes. But, they do promote projects for developers and expect that the projects they are promoting should do timely delivery and maintain the high quality construction for customer satisfaction.

Ajay Agarwal, the director of Avalon Group, cited "While Karisma Kapoor is our brand ambassador, I can tell you that the relationship shared between customers and an established brand like us is very important, as buyers will not compromise on the quality of the real estate product. I can say that the brand value of the developer makes a huge impact on the buying decision of customers. More than anything, serious customers prefer those projects where they see some construction work in progress. If they see that work is on, then they invest," reports Economic Times.

"Of course, if soccer legend Diego Maradona or any other global icon becomes the brand ambassador of a company, in the realty sector or any other, it will have a fair impact on the possible buyers. However, at the end of the day, for most projects nobody can say which will create a storm in the market and which one would fall flat," said Sanjay Khanna, Director of Kailash Nath Projects.

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