The real estate industry, encompassing commercial, residential, hospitality, and more, is rapidly expanding due to increasing urbanisation. This growth leads to a surge in new projects and investments, making it crucial for potential buyers and investors to stay informed.

Leveraging Celebrity Endorsements in Real Estate

To boost visibility and establish trust, real estate brands—particularly those operating at the regional level—are increasingly turning to high-profile celebrity endorsements. Recent months have seen prominent Bollywood stars being appointed as brand ambassadors. For instance, Elan Group, a developer based in Gurugram, enlisted Shah Rukh Khan, while The House of Abhinandan Lodha (HOABL) attracted attention with Amitabh Bachchan as its representative during the launch of a project in Ayodhya.

Similarly, Chennai-based DRA Homes appointed Rashmika Mandanna as its national ambassador, and South India’s Casagrand brought Hrithik Roshan into its fold, joining Kareena Kapoor Khan and Sourav Ganguly.

This growing trend underscores the fact that regional real estate brands are relying on celebrity endorsements to enhance their credibility and expand their reach beyond local markets.

Influence on Buyer Trust and Investment Decisions

Trust is paramount in the real estate sector, where purchases involve substantial financial commitments. Celebrities help instill confidence by serving as symbols of reliability, shaping consumer perceptions. HOABL has witnessed tangible benefits from its celebrity partnerships. As Pawan Sarda, HOABL’s spokesperson, shares, “Our goal is to have celebrities as our customers first—this ensures that their endorsement feels genuine to the audience, which ultimately boosts customer engagement and conversion rates.”

Casagrand has seen similar success. Vimesh P, the senior vice president of marketing at Casagrand, highlights how celebrity endorsements have increased brand recall, sparked interest from NRIs and investors, and driven strong word-of-mouth marketing, resulting in faster inquiries and conversions.

“A celebrity endorsement reassures buyers about the project’s reliability, quality, and commitment, especially for first-time buyers or those considering new developments. Familiar faces reduce hesitation and help guide decision-making,” says Vimesh.

Breaking Geographical Barriers

For regional real estate brands, celebrity endorsements can help overcome geographical challenges. DRA Homes, for example, plans to expand beyond Tamil Nadu into Pune. “Having a pan-India celebrity ensures that our brand is already recognizable when entering new markets,” says Manoj Vasudevan, Chief Sales and Marketing Officer at DRA.

DRA also used Rashmika Mandanna’s global recognition to target the Indian diaspora, showcasing her in an advertisement in Times Square, New York. Additionally, the company strengthened its visibility within the Mumbai-based banking ecosystem.

Mandanna, who rose to fame through Pushpa and is now a pan-India star, has helped DRA Homes reach broader audiences.

Choosing the Right Celebrity for the Right Project

One might question whether a Bollywood star known for a lavish lifestyle can truly resonate with consumers in smaller cities or different regions. However, real estate brands argue that aspiration knows no boundaries.

Vimesh explains how Hrithik Roshan’s appeal transcends geographical barriers: “Hrithik symbolizes success, sophistication, and an elite lifestyle, qualities that resonate with homebuyers everywhere. The power of celebrity endorsements lies in storytelling. When done strategically, it forges an emotional connection, fostering trust and loyalty among buyers.”

Not all celebrities are suitable, though. Elan Group’s decision to feature Shah Rukh Khan stems from his larger-than-life presence and charisma, aligning perfectly with the brand’s luxury image.

“Not all celebrities possess the kind of widespread appeal that SRK has. His persona complements our brand’s vision, making him the ideal choice,” says Vidhi Attri, Elan Group.

Similarly, Sarda emphasizes how Amitabh Bachchan’s association with HOABL’s Ayodhya project ties in perfectly with the city’s cultural and spiritual significance, while younger celebrities like Triptii Dimri are better suited for lifestyle-driven markets like Goa.

Long-Term Benefits of Celebrity Endorsements

Celebrity endorsements not only generate immediate brand recognition but also build long-term brand equity. Over time, these partnerships boost consumer recall, differentiate brands in a competitive landscape, and foster customer loyalty, which facilitates further market expansion.

For example, DRA Homes has entered a two-year exclusive agreement with Rashmika Mandanna, ensuring that she won’t endorse any other real estate brand in India during this period.

Elan Group also plans to leverage Shah Rukh Khan’s global fanbase for upcoming international campaigns, particularly targeting NRIs and high-net-worth buyers interested in luxury real estate in India.

Targeting Younger Homebuyers and Local Influencers

With younger homebuyers becoming an increasingly important demographic, real estate brands must combine celebrity endorsements with digital outreach and hyper-local influencer marketing. Experts note that younger buyers value authenticity, transparency, and personalization. Attri emphasizes that while celebrity endorsements enhance brand trust, the decision to purchase real estate ultimately depends on personal experiences.

“At Elan, we ensure transparency and personalized experiences. While SRK’s association helps with brand recall and credibility, we also focus on high-quality designs, excellent consultants, and strong customer relationships,”

Author: Aryan chaudhary