Bollywood celebrities don't just peddle dreams but also dream homes. Real estate developers
are now banking on the star power of the likes of Shah Rukh Khan,
Amitabh Bachchan and Aishwarya Rai to endorse their projects. Deepika
Padukone is the latest to join these marquee names. Aspire Real Estate,
a Dubai-based developer, has signed up the actress as its brand
ambassador. 'We are targeting India, and Deepika will add to our brand
equity,' said an Aspire spokesperson. The trend of celebrities - from
tinsel town and outside - endorsing real estate projects
started around two years ago. So while big banner draws such as Shah
Rukh, Aishwarya, Bachchan or even sarod maestro Amjad Ali Khan and his
sons represent the likes of DLF, Sahara and Omaxe, a host of smaller developers
too have started signing up celebrities to cut across the clutter.
There are many who aver that stars are being signed up more in an
attempt to build brands than to propel sales. A project sells on its
own strength, so basically celebrities are adding to the developer's
brand equity.http://realtydigest.blogspot.com
