BANGALORE: It had to happen in a rapidly growing competitive industry where every businessman worth his salt is into - the realty business. And brand building had to happen in construction too- as is evident from one of the first movers to bring in band ambassadors to a ‘Township’.
Golden Gate Properties (GGP) of Bangalore today announced the launch of Golden Grand, a township that they claim will be a landmark for Namma Bengaluru, or Our Bangalore to put it in plain Queen’s English. Bollywood star couple Ajay Devgan and Kajol seemed to fit the bill perfectly to a ‘T’ for GGP md K Pratap who is targeting young couples as buyers for his plush apartments-the star pair represent a pair. Ajay Devgan and ace snooker champ Pankaj Advani unveiled the project.
A TVC which may first find it’s way on cinema screen speak of a Kajol and Ajay approaching a pyshiatrist saying that they both have a same dream, and the doc says that there’s a simple solution to their malady, and that they are the tenth couple to approach him with a similar dream on that day, cut to Golden Grand. The TVC is a part of an earlier campaign “Homes that dreams are made of.” The TVC will be aired on the National circuit on CNBC and NDTV and on the local circuit on all the Kannada channels according to GGP exec. dir. Sanjay Raj.
GGP have also roped in a Delhi based creative agency named ‘A’ for a multimedia campaign to promote Golden Grand as a destination under the theme “I love Bangalore” which is already on in various parts of Bangalore.
Explaining the rationale behind the “I love Bangalore theme”, Mohit Jayal, the man behind the concept said,” We told them (GGP) rather than do what other real estate developers are doing, don’t commoditize it, the company has to stand for something more than just selling square feet. We are trying to show that the company is connected to a slightly bigger level, even if it means spending a certain amount of money without showing the product.”
Sanjay revealed at GGP the marketing spends are around 3 to 3?% of the project costs. The revenues expected from Golden Grand are around Rs.6 billion. The project is spread over 20 acres and will house 850 apartments, a 5 star luxury hotel a shopping mall, an amphitheater and a helipad among other features.
