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

Aparna Bhosle, Business Cluster Head - Premium & FTA GEC channels - ‎ZEEL, on its new property, sponsors, investment on acquisition and response to BBC First

In an interview with exchange4media, Ferzad Palia says that most successful brands are not those who spend the most money

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Sou...

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

Aroon Purie, the India Today Group Chairman and Editor-in-Chief today appointed his daughter Kallie Purie as the Vice Chairperson of the group