Corporate PR

IndiaProperty.com, a division of Consim Info Pvt. Ltd. (formerly Bharat Matrimony) provides in-depth information on buying, selling and renting out properties in India.

Leveraging the internet as the platform, the group launched India Property.com in 2005 in order to give the time-pressed, net savvy customers an easier, quicker and surer way to seek property online and thus revolutionize the way property is bought and sold in the real estate market.

Key Challenges

Achieving media visibility among fierce competitors like Magicbricks.com (owned by Times Group), 99cres.com; Makaan.com etc.

 

Direct threat to the print media by means of real estate classifieds section which is available online at much cheaper price with better returns.

 

Communication Objectives

Break the clutter of portals to position Indiaproperty.com as a complete solution for the property developers, seekers and real estate agents.

 

Position the portal loaded with real estate investment opportunities especially for the NRI community who look forward to invest in India.

 

Project IP’s value driven knowledge on real estate among the prospect buyers community through frequent communication on the current market trends and estimation.

 

Strategy and Key Initiatives

IP Events and Promotions

 

India Property show 2008, Dubai - A property exhibition in Dubai on the investment opportunities in India. Target audience - Builders from all across India, especially Kerala.

 

Since the majority of nationals in Dubai were of Kerala origin investment opportunities for them would primarily mean investment in their God’s own country.

 

PR Strategy

   

GRI tried to leverage this connection between the Dubai based Malayalees and associated the emotional string of investing their hard earned money in their own native place in Kerala.

 
   

The PR campaign in India focused on communication to the Kerala media primarily and Chennai media subsequently. (Given that the Middle East had a large proportion of Gulf immigrants from Chennai, who too desired to convert their liquid cash into an immovable asset such as property).

 
   

Leveraging the regional connect between the economically stable Gulf Malayalees and Kerala as an emerging destination for real estate investments, the core message of the campaign focused on highlighting the progressive growth trend of Kerala with an increasing level of NRI investments.

 
 

GRI Recommended the following:

   

Press briefing and media interactions to the Kerala media, specifically the regionals who have a higher circulation and reach than the English mainlines.

   

Discussion on projecting the growth figures of Kerala inline with the growing inflow of NRI investments.

   

Growth of real estate in modernizing the overall lifestyle pattern in Kerala, especially Kochi.

   

Objectives of an exhibition such as India Property Show 2008 which will help Kerala sustain the growth pattern for a longer period.