Bollywood meets realty

Lodha Group has roped in Aishwarya Rai for The Park, a luxury residential project in Worli, a prime suburb of Mumbai. Kangna Ranaut is endorsing projects by Ajnara India. Bipasha Basu is the brand ambassador for Gurgaon-based Provence Estate. Twinkle Khanna is endorsing the Supertech ORB Project. And, Prateek Group has roped in Rajeev Khandelwal and Prachi Desai as their brand ambassadors.

Lately, Bollywood biggies and newcomers are seen in ads more than movies.  With the realty sector going through a slump, builders and real estate companies have sought the help of celebrities to appeal to the masses. Looks like, the real estate sector has decoded the importance and utility of glamour quotient. But in long term, a property, a home; a common man’s lifetime investment can be influenced by celebrity endorsements only to a certain extent but ultimately it is the affordability and location of the property that matters.

Price, property and quality matter and that is what developers should concentrate on. If not for that, no celebrity or no amount of advertising can influence the purchase decision of the buyers.