Track2Realty Exclusive: A section of developers are not in favour of experimenting with the advertisements as this may have negative effect. According to Diipesh Bhagtani Executive Director, Jaycee Homes, ads have some components which are common and similar in all their creative. This helps us build, recognize and recollect the brand name. This also helps build and reinforce the brand identity.
“There are two types of advertisement. One is for sales and other for branding purpose. As we are all aware that construction of a building takes a long time, which is usually one and a half year to two years. Prior to this there is also a soft launch period which is about six months. From the time the project is launch till it is sold out which is approximately 18 months the same product advertisement is seen again and again to maintain OTS, identity and continuity throughout. Therefore, the advertisement looks repetitive,” says Bhagtani.
Manoj John, Corporate Planning & Strategy, RNA Corp defends the stale and repetitive advertising when he says all that matters is the look of the building or the interiors of the apartment; that is how the customers receive visual communication. Hence, it is quite a task to break the accepted mode, and come up with a different visual representation of the product ‘my home’ or ‘my office’.
“We have not done any unusual branding; but have carried out several promotional activities or BTL activities with financial institutions on their premises, at malls through interactive kiosks to promote the brand. We also had corporate representation at The Mumbai Marathon promoting the thought of responsible living,” says John.
Some are experimenting it, others support the view that realty advertising needs innovation but are sceptical to take the lead, while many believe tried and tested formula of success should be maintained.
The market opinion is as diverse on the issue of innovation in branding as with any other pertinent problem plaguing the sector. But the creative realty companies have already taken the first move and others may follow if these moves prove to be an advantage.
