THE WEEKEND BUZZ Brand, baaja, F1 legend
Getting Michael Schumacher interested in a real estate project takes some work
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.