Bollywood celebrities are not just about enchanting cinematic dreams; they are increasingly associated with luxurious dream homes. Real estate developers are leveraging the star power of notable figures like Shah Rukh Khan, Amitabh Bachchan, and Aishwarya Rai to endorse their real estate initiatives.
In this evolving landscape, Deepika Padukone has emerged as the latest addition to this roster of marquee endorsers. A spokesperson for Aspire Real Estate, a Dubai-based developer, announced that Deepika has been signed on as the brand ambassador. “We are targeting India, and Deepika will add to our brand equity,” the spokesperson noted.
The trend of celebrities endorsing real estate projects is a relatively recent phenomenon that began roughly two years ago. While icons like Shah Rukh, Aishwarya, and even musical genius Amjad Ali Khan represent well-established developers such as DLF, Sahara, and Omaxe, numerous smaller developers have also jumped on the celebrity bandwagon to create their unique niches in the market.
For instance, Pune-based Brahma Developers has enlisted actress Katrina Kaif to promote its SunCity project. Similarly, Chandigarh's LVL City features cricketer Yuvraj Singh in its campaigns, while the Chadha Group has partnered with former cricketer Kapil Dev. Additionally, the AEZ group affixed its brand to actress Perizaad Zorabian, and Shweta Tiwari, well-known for her role in Kasauti Zindagi Ki, represented Gaursons Developers.
According to Omaxe's executive director Vipin Agarwal, celebrity endorsements have become essential in this fiercely competitive real estate arena. "The celebrity not only gives the product greater recognition among the target audience but also helps the brand connect with the customer, boosting brand acceptability," Agarwal explained.
He further remarked, "All real estate campaigns focus on similar amenities. The tag ‘world-class amenities’ has turned clichéd. Stars help differentiate a project in an overcrowded market."
Moreover, it is believed that the association with a star can significantly elevate the sales of residential projects, especially as the sector has experienced a downturn, with a drop of up to 25% since January of this year.
Crucially, this trend is not confined to just large developers or metropolitan areas. For example, Kochi’s Jairaj Projects has engaged Malayalam film star Jayaram, while SRK Constructions has singer Yesudas on board. Cricketer Rahul Dravid is partnering with Skyline Housing, and S. Sreesanth is endorsing the Kochi-based firm Mather Builders.