“Real Estate is a product without the sensory appeals of touch, feel or sight. Hence its advertising needs to highlight rational, emotional benefits and meaningful points of difference for it to work”
Arnab Chatterjee, Co-founder & Director, TreeFrogs Communication
Advertising in India has evolved many leaps in last 20 years or so. Still, the basic has remained constant; it is either rational or the emotional. And why not, as almost all the products get categorized in these two divisions. Consumers too, get connected easily through either of the ways.
More often than not, advertising agencies get tricky assignments; it gets even trickier when it is related to a real estate project! Real Estate is a product without the sensory appeals of touch, feel or sight. Hence its advertising needs to highlight rational, emotional benefits and meaningful points of difference for it to work. As opposed to obsessing over risk-less communication; amply visible in today’s absence of lateral advertising and further worsened by communication cloning of showing happy families, beautiful women or claiming luxuriousness and green.
Promoters must know the audience’s pulse and not blindly believe in their product; without market research or understanding of advertising. And practice brand vis-a-vis sales advertising; where sundry ‘schemes’ are merely blind spots.
Very few developers also realize the brand fit of a celebrity to the product. Result is we have a lot of celebrity pictures pasted along with the proposed structure –wherein the consumer does not identify with either and only remembers the star and not the brand.
In today’s market where there is very little movement, the promoters are justifiably scared to try out something new. But the reality is, without disruption there is no differentiation and the end result is of everyone saying the same and actually saying nothing at all!
That’s the harsh reality of realty advertising. Isn’t it!