Top Story

Home >> Media–Print >> Article

Realty firms among top five ad spenders

15-June-2004
Font Size   16
Realty firms among top five ad spenders

Real estate has for the first time broken into the ranks of the top five categories in terms of adspends, overtaking the likes of telecom services and insurance.

During January-May 2004, real estate companies bought media space worth nearly Rs 90 crore — an increase of about 35 per cent compared with the same period last year. For the whole year, the adspend is expected to cross the Rs 200-crore mark.

According to TAM Media research’s Press Adex, the real estate and housing sector accounted for more than 4 per cent of the Rs 2,140 crore print advertisement market in the period.

Globally, real estate has emerged as the largest industry outgrowing sectors such as steel and petroleum. In India too, the sector is going through a boom aided by low interest rates on housing loans.

“Traditionally real estate advertising peaks during September-October. But in the last one year it is not restricted to a particular season. The category has grown tremendously in 2004 thanks to cheaper and varied home loan options. Also, with more organised players coming in with huge projects, real estate advertising has seen a big jump,” said Anita Nayyar, managing director (north), Starcom.

Most developers usually follow a simple maths of spending 3 per cent of the total project cost on media but this year, many of them are breaching this limit. Parsvnath, a Delhi-based developer, has a proposed budget of Rs 10-15 crore earmarked for ad expenditure this year.

This is considerably higher than Rs 6 crore which it spent in 2003. Parsvnath chairman Pradeep Jain said the reason for higher ad spend is because the group has bagged projects worth Rs 3,500 crore in various parts of northern India.

“We will focus on the print media as it is localised. About 80 per cent of the spending is directed towards print. Other media like radio account for only 5 to 7 per cent of the total budget, while the rest goes for below the line campaigns like pamphlets and brochures.” Jain said.

Omaxe Constructions has splashed newspapers with full page ads for its Rs 110 crore project “The Forest”, a 105-unit ultra-luxury residential project coming up at Noida.

“We have spruced up our ad budget from Rs 8 to 9 crore to Rs 20 crore this year as we are eyeing ad spaces in some of the magazines and websites to rope in non-residential Indians (NRIs),” Ganesh Mahalingam, executive director (marketing), Omaxe, said, adding: “We have kept aside another Rs 10 crore for corporate brand building.”

Even bigger developers like DLF and Ansal Properties & Industries, which have a smaller ad spend by virtue of their brand name, have enhanced their ad budget this year. DLF aims to spend to Rs 6 crore as against just Rs 2.5 crore in 2003 and 90 per cent of the money will go the print media.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gaurav Dua, Executive Director, Relaxo Footwears talks to exchange4media about the brand's re-branding, marketing strategy, future plans and much more

The brand through its campaign is helping Indian professionals imbibe the new work-culture while making an effortless style statement at their workplace

In this campaign, the brand MRF tyres intends to communicate their proposition of 'comfort made more comfortable'