Tag Archives: CSR

Lotus Greens launches Electability Campaign

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Lotus Greens Electability, CSR, Corporate Social Responsibility, Indian real estate, Indian realty news, Property market news, Track2Media, Track2RealtyTrack2Realty: Lotus Greens today embarked on a special outdoor campaign titled “Electability” whose message and communication revolves around the act of responsibility in casting one’s ballot. While the upcoming 2014 general election has inspired companies like Tata Global Beverages, ITC, HUL, Google and Facebook to come out with special campaigns.

Lotus Greens “Electability” campaign is a timely message explaining the importance of voting and to sensitize voters to ensure a responsive and accountable government is in place.

The campaign dovetails the idea that greater citizens’ participation in the exercise of democracy means a stronger representation and how this would help to bring about a good government as the outcome. Lotus Greens has put up billboards and hoarding with the message “Your vote is your ability to choose. Exercise your right,” at various vantage points in the NCR.

“Our Electability campaign urges citizens to celebrate democracy, and casting one’s vote responsibly is the best way to do it. In exhorting people to come out and vote responsibly, the campaign strives to waken a greater sense of political maturity and judgment among voters,” says P. Sahel, Vice Chairman, Lotus Greens.

The inspiration for the campaign comes from Lotus Greens’ core business principles and philosophy, of which responsibility and accountability are two of the key planks. The company considers it an important act of responsibility towards the country and its citizenry by seeking to engage voters into exercising their franchise and make an informed voting choice. Lotus Greens hopes that its “Electability” message will induce people to come out and vote in greater numbers for the most deserving candidates.  

Indian realty fails to link CSR strategy to image makeover-I

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Tata Wallbook, CSR, India real estate news, Indian realty news, Property new, Home, Policy Advocacy, Activism, Mall, Retail, Office space, SEZ, IT/ITeS, Residential, Commercial, Hospitality, Project, Location, Regulation, FDI, Taxation, Investment, Banking, Property Management, Ravi Sinha, Track2Media, Track2RealtyTrack2Realty Exclusive: Corporate Social Responsibility (CSR) is a new concept in the Indian real estate and companies are going through the learning curve. Some are adopting it with greater amount of conviction, while for others it is an emerging necessary evil.

However, smart realty companies have found out the benefits of CSR both in terms of engaging their stake holders as well as brand enhancer. But this understanding is missing among the realtors for whom tangible ROI is the driving force, finds Track2Realty Brand X Report.

A real estate company organises painting competition and media is bombarded with press release as if the world will change due to this concern for giving something back to the society. Another realty company takes a moral high ground with clean the city kind of sweeping drive for a day.

Some other companies organise school for the children of construction workers, more due to the compelling need to make the labours stick to it, and media is made to believe the realty company is a benchmark of socially acceptable corporate entity. Welcome to the world of Corporate Social Responsibility (CSR) in the Indian real estate.

Another developer, when asked, boasts of a blood donation camp for a day as his CSR effort. What is even worse example is that realty companies often get into CSR for fulfilling mandatory provisions and/or tax adjustments than any real concern for the society. CSR definitely means different things to different realty companies and hence Indian realty fails to link CSR strategy with their overall brand image.

The corporate social responsibility in the Indian corporate sector has, of late, made inroads as a strategy and brands are slowly but surely shifting their focus to broader and deeper issues surrounding sustainability, accountability and governance concerns. It is in general believed that while a local brand can take a selective and partial approach in the formulation of CSR strategy, a global brand strategy should be defined from a multidimensional and multi-stakeholder perspective.

This brand strategy, however, fails in the Indian real estate that is predominantly a local business but is increasingly striving to be seen in global markets. The realty companies have yet failed to formulate CSR strategy that enhances brand image either from a local perspective or glocal (global & local) objective.

What probably deters the realty companies from CSR, even though they agree that ‘doing good’ is good for business, is that the exact return on investment for CSR programmes remains hard to measure. However, experience from other industries suggest that companies that make CSR a core pillar of their global contact center outsourcing operations, for example, directly impacts their employee morale, agent tenure, the health of the communities where they work, and importantly, their customers’ bottom-line.

Another deterrent is that the nature of the business of real estate is very individualistic, whereas one of the first things to do when considering a CSR program is to think about your CSR partners. Working with local organizations can lend credibility to your efforts while increasing local exposure and overall community goodwill.

…to be continued

Scaling real estate on the promised 8 Ps-IV

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Tata Wallbook, CSR, India real estate news, Indian realty news, Property new, Home, Policy Advocacy, Activism, Mall, Retail, Office space, SEZ, IT/ITeS, Residential, Commercial, Hospitality, Project, Location, Regulation, FDI, Taxation, Investment, Banking, Property Management, Ravi Sinha, Track2Media, Track2RealtyTrack2Realty Exclusive: Placement stands as the fifth P of branding. The built environment in branding is all about heightening the customer’s experience and amplifying the aura of brand’s essence. Hence, the branded environment, the moment of truth, is where it must live the brand by staging immaculate detailing that engages all senses of the discerning luxury consumer.

In India, for example most of the luxury brands have boutiques in 5-star hotels. Gucci’s boutiques are in Oberoi-Hilton, Mumbai & Imperial, Delhi. Likewise, Louis Vuitton is in Taj Mahal, Mumbai & Oberoi, Delhi. The chain of touch-points consumer interacts & the impact of each touch-point are critical for creating a unique indulging experience.

In real estate the developer, more often than not, shrugs off the responsibility of placement by disposing off the inventory (mostly immediately after the launch) to the under writers and investors who go on a hyper sale spree.

In this attempt to over sell the project (even if it is a super luxury apartment) the clout of the under writer or broker takes over the market presence of the developer. Since no company has been able to truly stand out as ‘the brand’ they try to beg, borrow or steal the customers with kiosks at the site and irritating SMSes in a cut-throat market.

Personal Touch, the sixth P of luxury branding is largely about establishing and enhancing the ‘emotional connections’ with discerning luxury consumers. Beyond the typical sophisticated, over-the-top concierge services, exclusive invites, previews, the new age luxury consumers is nowadays seeking higher level of personalized, knowledgeable & professional assistance.

Also, the escalating democratization of luxury & the constantly changing retail environment has made luxury consumers increasingly discriminating & demanding.

In real estate where everything is ROI driven and even newspaper advertisements are measured against the sales call, and hence no direct engagement takes place beyond the routine sales show. After sales engagement is mostly unheard of where only news post-sale is about tussle between the residents’ association and the developers, right from the unfulfilled promises to the facility management.

Of course, the threat of online viral brand damage is increasingly forcing the realty companies to focus on the online reputation management and some of the developers have also set-up system in place for dealing with the existing buyers, direct engagement with the customers beyond sales is normally not the mandate to the brand managers.

…to be continued

Tata Housing paints its way into the Limca Book of Records with the Mumbai Wallbook

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Tata Wallbook, CSR, India real estate news, Indian realty news, Property new, Home, Policy Advocacy, Activism, Mall, Retail, Office space, SEZ, IT/ITeS, Residential, Commercial, Hospitality, Project, Location, Regulation, FDI, Taxation, Investment, Banking, Property Management, Ravi Sinha, Track2Media, Track2RealtyTrack2Realty: Tata Housing has made it to the Limca Book of Records 2013 for ‘Mumbai Wallbook’, the lengthiest wall painting activity held in Mumbai on May 20th, 2012This first of its kind initiative on the theme ‘Design Your Dream City’ witnessed 556 artists coming together, on one platform, to design their dream for the city.  Over 15,000 likes and conversations were generated on Tata Housing’s Facebook page a week prior to the event, and other social media platforms successfully engaged enthusiasts that ensured high footfalls at the venue.

Hundreds of Mumbaikars registered for the Mumbai Walbook to redecorate the defaced city walls and illustrated them with graphic visualizations of their dream city that they love and quintessentially Mumbai.

The paintings sent out strong social messages with themes of an ideal Mumbai, requirement of open green public space, anti-crime, anti-corruption, eco-awareness, non-violence, Bollywood frenzy and Lord Ganesha’s portrait beautifying the walls along the Tulsi Pipe Road in central Mumbai. The entire length of the 2 kilometre painted wall extends over three suburban train stations and is an arterial link road to the city centre.

The success of the wallbook in Mumbai prompted Tata Housing to host a similar event in the capital called the ‘Delhi WallBook’ which is yet another success for the brand. With nearly 500 participants in Delhi’s North Campus venue, people’s passion went on to establish Tata Housing’s Facebook page as the largest fan base in the realty space with 15,000 new fans, creating a total fan-base of about 88,000.

Commenting on the achievement, Rajeeb Dash, Head of Marketing at Tata Housing said, “It is an honour to be a part of the Limca Book of Records this year. Our Mumbai Wallbook initiative was an engaging project with Mumbaikars giving them an opportunity to express their thoughts in their creative best and we wereoverwhelmed with the enthusiastic response from artists. The event resulted in an astonishing turn out of citizens who desire a better Mumbai and were ready to demonstrate their views through their artistic skills. This national recognition of our support for art & culture is encouraging and this is truly reflective of our endeavor to inspire life through art. We plan to take The Wallbook initiative across to other cities of India as well.”

The Mumbai WallBook was a joint initiative by Tata Housing & Brand Promotions India Pvt. Ltd. to bring professional, amateur and budding artists on the same platform to showcase their skills and create a record for the longest wall painting by maximum artists.

Tata Housing will initiate The Wallbook’ activities across cities in India such as, Bangalore, Pune, Ahmedabad, Chennai, Chandigarh, Hyderabad and second series of Wallbook in Mumbai.