Deepika Padukone is the latest to join these marquee names. Aspire Real Estate, a Dubai-based developer, has signed up the actress as its brand ambassador. "We are targeting India, and Deepika will add to our brand equity," said an Aspire spokesperson.
Bollywood celebrities don’t just peddle dreams but also dream homes. Real estate developers are now banking on the star power of the likes of Shah Rukh Khan, Amitabh Bachchan and Aishwarya Rai to endorse their projects.
Pune-based Brahma Developers uses actress Katrina Kaif to promote its SunCity project, Chandigarh-based LVL City has signed up cricketer Yuvraj Singh, Chadha Group has former cricketer Kapil Dev, AEZ group has actress Perizaad Zorabian while small screen star Shweta Tiwari of Kasauti Zindagi Ki fame was the brand ambassador for Gaursons Developers.
Kochi’s Jairaj Projects has roped in Malayalam film star Jayaram; SRK Constructions has singer Yesudas, cricketer Rahul Dravid endorses Skyline Housing, while another cricketer, S. Sreesanth, promotes the Kochi-based Mather Builders.
Sternon Real Estate, also of Dubai, has Mandira Bedi, TV anchor and actress, as brand ambassador for Magic Hills Residences, a project aimed at non-resident Indians on the Mumbai-Pune Highway.
Interestingly, the stars themselves seem to be falling for these campaigns, buying prime properties in Mumbai: Sachin Tendulkar has bought a Rs.350 million property in the elite suburb Bandra, Shah Rukh himself is reported to have shelled out Rs.560 million for an office space in Khar, while actor-politician Vinod Khanna has bought a 2,500 sq ft apartment at Malabar Hill for Rs.350 million.
There are many who aver that stars are being signed up more in an attempt to build brands than to propel sales.
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