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Real estate ads need to be believable: Jaideep Gandhi, Jaya Advertising

23-August-2011
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Real estate ads need to be believable: Jaideep Gandhi, Jaya Advertising

Set up in 1968, Jaya Advertising has been firming up its presence in the real estate advertising space. The company today is considered a real estate think tank and advisory, with an annual turnover of Rs 500 million.

Speaking to exchange4media, Jaideep Gandhi, Managing Director, Jaya Advertising, said, “Real estate is the most expensive product in any category. It is a once-in-a-lifetime purchase and hence high stakes are involved. Jaya Advertising has gone beyond mere advertising today. In fact, our range of services extends from the time a builder buys land to the time he delivers the homes.”

According to him, real estate was a right mix of science and art – where the strength of the construction was as important as aesthetics of the final product.

Speaking of the change in the real estate scenario in India over the years, Gandhi said that today the move was more towards lifestyle oriented homes and a self-contained infrastructure vis-à-vis the earlier preference for single unit homes. With rising income, today the profile of home buyers is younger than before. However, the basics remained the same – good infrastructure, connectivity and security.

Speaking about the changing scenario in real estate advertising, Gandhi said that it needed to be more believable and the move would be towards building trust in ads. “Right now it is aspirational. But the communication should be authentic. This apart, more than promoting a structure, there needs to be destination promotion,” he added.

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