Top Story

e4m_logo.png

Home >> Advertising >> Article

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

23-August-2011
Font Size   16
Share
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.

Tags

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems