Do The 'stars' Really Matter? By: Ravi chauhan

The jury is still out on if the mere name of celebrities works in augmenting the sale of a realty project. ET Realty finds out more on the trend
What is common to cricketer MS Dhoni, actor Amisha Patel and Saina Nehwal, the badminton sensation? Well, you would say that all of them are big-time celebrities with huge fan following. You are spot on. But, can they or other celebrities fire the sale of any realty project? What is important between their buying property in some project or living there? They are very important issues.
Dhoni has reportedly booked a flat at Amrapali Sapphire residential apartments in the vicinity of Noida, Sector 45. Amisha Patel and veteran actor Anupam Kher purchased flats in Omaxe forests in Noida. Old-timers will recall that tragedy-king Dilip Kumar and Manoj 'Bharat' Kumar purchased flats in Sagar Apartments on Tilak Marg in mid-70s. That became big news then. Even now, Sagar Suri does not miss an opportunity to tell you that these two greats purchased flats in his Sagar Apartments.
While Omaxe did not make any media hype that Amisha and Anupam Kher purchased flats in their prestigious project, Amprapali did. Samir Jasuja, CEO of PropEquity, made it clear that celebrities can boost the sale of any project provided they also live there. If they just buy any property for the sake of an investment, then it is most unlikely that others would follow suit. "It is possible that Dhoni may have booked a flat in Amprapali project, but it is unlikely that he would live there or visit there very often. He could augment the sale of some ultra-luxury apartments that fits with his personality," Jasuja says.
Realtors say that the demand for space takes an upward swing only if the celebrity lives there. Of course, the areas where the likes of painter Satish Gujral, Virender Sehwag and Kapil Dev or Nandita Das have a house get a big boost in realty market. People look for space close to their homes. Devendra Gupta, CMD of realty advisory Century 21 India, says that as Satish Gujral lives with his equally well-known architect son Mohit on Feroze Gandhi Road, they have observed that many people visit their office requesting them to find suitable rental space for them in and around the sprawling house where the veteran artist lives. A realtor in East Delhi says that while showing some vacant houses in posh Preet Vihar or Bharti Artist Colony to their clients for rent purpose or sale purpose, he always mentions that if he (prospective tenant or buyer) were to decide on this area, then he would be the neighbour of Ashok Walia, finance minister of Delhi, Ram Babu Sharma (now departed) and many artists.
Big-ticket realty firms too look for some formidable brands to push people to book space in their commercial buildings or malls. They know for sure that once some prestigious brands book or buy space in their projects then it would be smooth sailing for them. Many companies would then also buy space from that project. "It definitely matters when some big brands book space in your project. I can tell you from my own experience that after Bharti and PVR booked space in our forthcoming Opulent mall in Ghaziabad, the booking has really shot up," admits Sunil Jindal, CEO of SVP Developers. A few months ago, Omaxe group used to mention in their advertisements that the likes of Reliance and Pantaloon have taken space in their mall.
Realtors have also started projecting a particular block in Hauz Khas as a VIP block since Virender Sehwag shifted there from his family house in Najafgarh. Likewise, they say that a particular block in Sunder Nagar always remains in demand as Kapil Dev has a house there.
However, neighbours of political personalities always look for even half an opportunity to move away to some other place! The reason being, people keep on visiting the house of political personalities, which come with their set of problems. A Rajouri Garden resident says that he was about to move to some other place as staying close to the house of a 'big leader' was really becoming difficult for him and his family. Luckily for him, the leader became a 'mantri' in the Union Cabinet and he got an official house in heart of the capital. That saved him from further pain!
Courtesy:- ET Realty dt:- 22-Jan-2010
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Author
Hi I am Ravi chauhan I am working in (Bhardwaj Buildtech Pvt Ltd) Company in Delhi .
To Visit for more information http://www.zameen-zaidad.com & http://www.propertycafeteria.com
Company name
Shri Aditya Real Estate Bhardwaj Buildtech Pvt Ltd.
Address:- 460 Kohat Enclave Pitampura New Delhi:-110034
Phone no- 011-42470622

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