Tag Archives: Rituparna Sengupta

Banking on ambassadors to carry realty brand-III

Posted on by Track2Realty

Rituparna Sengupta, 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: The question is do brand ambassadors really buy the flats of the realty firms they endorse? Most unlikely! Of course, those who earn huge sums won’t live in flats even if they are very luxurious.

While there is nothing wrong in promoting the interest of realty firms, these icons are, nevertheless, expected to see that the projects they endorse deliver on their promises and do not compromise on the quality of construction, nor breach the deadlines of their delivery schedules.

If this happens, then only the role of brand ambassadors will be a two-way communication channel, leading to brand promotion. At its simplest level, the structure of a brand is that it meets the ‘wants’ of the consumer, even while the underlying product meets consumer ‘needs’.

Thus, products have tangible attributes that can be evaluated sensorially. Brand ambassadors, on the other hand, are perceived as having characteristics that make them ‘aspirational’ and not necessarily ‘relevant’ to the individual.

The main strategic benefits of brand ambassador driven Indian real estate have been two-fold; first, the perceived personal relevance of brands implies that the price it realises from the consumer is higher than the cost of the underlying product; second, since brands are defined by the personal relevance of the consumer rather than the product, they have straddled product categories – often across different sensorial needs.

The role of brand ambassadors and their relevance to the product and matching celebrity status with ethical standards of the endorsed product continues to evoke debate. The concept is not new, nor is the debate. However, when it comes to the Indian property this debate has even more credence and significance since the advertised product is not just aspirational but often misleading.

Misleading advertisements by realty companies may soon get under legal hammer post the real estate regulator in place, and then it would be interesting to see how brand ambassadors cope with it. Till then, realty is banking high on the brand ambassadors to drive both the sales and brand.

Rituparna now brand ambassador of Vibgyor Real Estate

Posted on by Track2Realty

Rituparna Sengupta, 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-Agencies: Vibgyor Real Estate, a part of the Rs. 800 crore Vibgyor Group, has signed in leading Bengali actress Rituparna Sengupta as its brand ambassador, a company official said.

As part of the tie-up, Rituparna will participate in advertising campaigns and promotional activities related to various projects of the real estate company.

The contract would be valid for two years.

Announcing the deal, Vibgyor Group chairman and managing director Raja Bhadra said in a release: “Rituparna’s national presence with her Bollywood releases in the coming months will add value to the advertising campaign.”

The 41-year-old actress is known for her role in “Dahan”, “Main, Meri Patni Aur Woh”, “Arohan” and “Anuranan”.