[1]The journey from Ek bangla bane nyara, rahe jis mein sajan pyaara to Khwabon ke tinkon se chal banaye ashiyan, might have taken almost half a century; the settings might be different but not the sentiments.
The twenty-first century Indian might be as diverse from his century-old grandfather as chalk and cheese but when it comes to his abode, ghar, basera and ashiyana, nothing has changed — neither the need nor the sentiments. There could be multiple reasons for this constancy in aspiration.
As Asians we are a collectivistic group, where our creed is exemplified by Karan Johar’s “it’s all about loving your family”. And in logical conjunction with this, our nesting instincts of building an ancestral property for our forthcoming generations is very different from our Western counterparts. Secondly, as a result of multiple invasions, natural calamities and man-led diabolical disasters; the security of one’s own shelter is what we all seek.
And the opportunistic marketer does a complete 360 as he presents an array of sapnon ka ghar.
Building awareness (Hoardings): The plan unfolds with larger than life hoardings (subject to the city hoarding rules). These could be strategically located at traffic signals, bus shelters, pole kiosks, mall escalators, toll stations, and even community dustbins. The idea is simply to lay the ground for the foundation and register themselves in the mind space of the dream house hunter. The visuals vary from the opulent luxury of exotic interiors, to scenic landscaped exteriors to contented and happy families. Thus it could be the exotic Tripolis, to lifestyle statements by Ahuja Builders, or Homes that generate positive energy from Supertech.
Creating Buzz (Radio): The passive two dimensional has adequate support through the conversational radio. Thus no matter which broadcast or station you are tuned into, one in two of the fillers are talking about affordable apartments on Agra Expressway to retirement solutions in Bhiwadi.
The option to find out more is just an SMS away on rhetoric toll-free numbers.
Constructing aspirations (Television): Once the awareness and the interest has been created through the still pictures and conversations, there is no better way to close in than through the idiot box. Here the objective is two-fold. The first is informative. Here the consumer is educated about the portals of information, be it 99acres.com or magicbricks, where one is spoiled for choice as one asks Aur koi choice nahin hai?
The other is beguiling and inviting. The snap shots are variegated as they portray the perfect work life balance of golfing, working and dropping by for a meal at a picturesque Jaypee Greens apartment. The homecoming of an ordinary or an extraordinary Vishwa-nathan Anand, which can only happen in the ghar jo eenton deewaron se nahi banta, ghar to bas aise hi TV homes se banta hai.
Facilitating Possession (multimedia): The customer is now hungry for complete and comprehensive information. The dream merchants (the builders) use multiple sources here from the traditional to the contemporary. Thus there are all under one roof option of a Noida or Gurgaon property fair and event.
The prospective buyer has the opportunity to comprehend the totality of the offering-with complete specifications, construction and payment schedules and miniature models. There is also an opportunity to compare among multiple housing as well as financing options.
The second medium is the tried and tested print — from the mass reach newspaper to the select audience glossies (magazines). There could be “sold only by invitation” face of luxury or budget ghar apna sach sapna, dream homes.
The bigger the developer the bigger the spread, a clever blend of information and visuals, interiors and exteriors, status and familial bliss are on offer — all for a limited period.
The third option is for the tech savvy everything-on-my table Netizen, who explores all choices in a virtual medium. Here the stretch is endless and interconnected so from magicbricks.com you can see an Eldeco home. Check their past projects, reputation, testimonial, consumer redressals, take a virtual tour of the model apartment. And then go on to explore the financing options; calculate your outflow and tax implications.
The validity and the authenticity of the information can of course be established through concerned authorities. The last is the anytime anywhere pest — the SMS from ABC builders with a now-or never deal and the Namaskar main Sunita bol rahin hun, Sir aap ke liye Neemrana ke pas exclusive deal hai.
Thus it might be whimsical, ironical or foolhardy but as long as the human race exists; this thinking being will always make all attempts to leave his mark in this ephemeral world, so any one who can hand him the keys to his sapnon ka rain basera, very simply messiah wahi hai.
Prof. Neena Sondhi is professor, marketing, International Management Institute, New Delhi
Links:
[1] http://archive.asianage.com/id1jpg-410