MAM
Bajaj Allianz spends Rs 800 million on marketing
NEW DELHI: Bajaj Allianz is one of the few major advertisers on television which has refrained from using a brand ambassador, because it feels the basic agent should be given importance.
For this reason, it has been using an animated character as an agent for its advertisements instead of a film, TV or sports personality as others have done.
Bajaj Allianz head of marketing and corporate communications Akshay Mehrotra said Bajaj Allianz had 250,000 agents and this ad was to give them importance and make them more friendly and noticeable. He also said using a brand ambassador may deflect attention from the real agents.
Mehrotra told indiantelevision.com that it spends approximately Rs 800 million on its marketing and advertising, which works out to around 0.2 per cent of its total revenue. He said most of this was spent on TV advertising. The online advertising was through online aggregators and Google, he added.
Mehrotra was speaking on the sidelines of a press meet to announce a tie-up with Rubberband Infotainment Ventures and Anupam Kher Company for a quiz programme, ‘Discover India with Anupam Kher’ to be telecast on Star Plus at noon on Sundays from 13 February in eight episodes, starting with quarter finals.
Mehrotra said that there was no plan even at present to take on a brand ambassador, and the tie-up with Kher was only for this programme.
He said that Bajaj Allianz preferred to enter into partnerships rather than sponsorships, and it had earlier produced a 10-episode programme ‘Super Idols’ on IBN 7 on the disabled with Salman Khan.
MAM
PropertyPistol appoints Hemant Bajaj as chief marketing officer
Proptech firm taps global marketing leader to sharpen brand and growth strategy.
MUMBAI: In the fast moving world of proptech, building homes may be the business, but building the brand is just as crucial. Propertypistol, the proptech driven real estate advisory platform, has appointed Hemant Bajaj as its chief marketing officer (CMO) as the company looks to strengthen its brand narrative and accelerate growth across markets. Bajaj will lead the company’s marketing operations across multiple geographies, overseeing brand strategy, integrated marketing initiatives and revenue aligned growth programmes as Propertypistol prepares for its next phase of expansion.
The appointment comes at a time when the proptech sector is seeing rapid digital adoption, with companies increasingly focusing on leadership talent capable of combining technology, data driven marketing and customer experience.
Bajaj brings experience spanning India, South East Asia and the Middle East, where he has worked on scaling brands and leading digital transformation initiatives across multiple industries. His work in the marketing and media ecosystem recently earned him recognition as a ‘Powerhouse Leader’ at the Mastermind Awards in Dubai, highlighting his track record in managing high impact marketing mandates.
Propertypistol founder and managing director Ashish Narain Agarwal said the appointment comes at a pivotal stage in the company’s journey as it looks to strengthen its market presence.
“Hemant’s appointment comes at a defining moment for us. As we scale our market position, it is vital to have leadership that blends strategic vision with executional depth. Hemant’s deep understanding of brand and business alignment will be instrumental as we redefine the proptech landscape,” Agarwal said.
Bajaj said Propertypistol’s technology first approach to real estate advisory was one of the key reasons behind his decision to join the company.
“Propertypistol has established itself as a technology first platform that is redefining how investors navigate the property market. Having led marketing transformations across international borders and fast paced industries, I recognise the exceptional strength of the foundation built here,” he said.
He added that his focus would be on accelerating the company’s digital marketing capabilities while building strategies that deliver sustained value for customers and partners worldwide.
The leadership move reflects Propertypistol’s broader effort to strengthen its executive team as the proptech industry evolves rapidly. With property search, advisory and transactions increasingly shifting online, companies in the sector are investing heavily in marketing intelligence and digital platforms to stay competitive.
By bringing Bajaj on board, Propertypistol is betting that sharper brand positioning and technology led marketing will help it stand out in an increasingly crowded digital real estate marketplace.
