THE WEEK­END BUZZ Brand, baaja, F1 leg­end

Get­ting Michael Schu­macher in­ter­ested in a real es­tate project takes some work

HT Estates - - Front Page - Ayesha Banerjee

How do you get a tow­er­ing icon to en­dorse an iconic tower? When Lon­don­based real es­tate player Homestead made its In­dia foray with a project in Sec­tor 109, Gur­gaon, it made sure ad­ver­tise­ments of its prod­uct were in­stant eye­ball-grab­bers. FI leg­end Michael Schu­macher stood tall next to a fu­tur­is­tic tower, which came com­plete with a can­tilevered he­li­pad and a glass dome.

Rop­ing in an in­ter­na­tional celeb for the launch of the Michael Schu­macher World Cham­pion Tower (MST) was a de­lib­er­ate strat­egy to gen­er­ate a buzz as “we could not be DLF since we had not been in the mar­ket for 60 years,” says Manoj Shri­vas­tava, COO, Homestead In­fra­struc­ture. Schu­macher was cho­sen as “he is iconic, a liv­ing leg­end, a world renowned champ. He stands out as an in­di­vid­ual. His brand value is as­pi­ra­tional and in con­junc­tion with our mar­ket­ing and build­ing phi­los­o­phy,” says Shri­vas­tava. Homestead’s in­ter­na­tional net­work knew Schu­macher’s man­ager Sabine Kehm and worked out a se­ries of meet­ings in the ace speed­ster’s base in Gland, Switzer­land. His pun­ish­ing sched­ule meant a lot of co­or­di­na­tion to work out a se­ries of meet­ings. “Schu­macher was con­cerned about the cred­i­bil­ity and de­liv­ery of the prod­uct. He had been en­gaged by a com­pany in Abu Dhabi in 2007-2008 and that had not taken off. Nat­u­rally, he did not want to re­peat it,” says Shri­vas­tava.

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