" Casagrand - High-End Homes, Low-End Placements: A Marketing Misstep"

I was coming home today — usual traffic, slight jam, nothing new. I casually turned to my left and spotted something peculiar.

There it was. A flyer, slapped onto the wall of a bus stand. Nothing unusual in that — except this one was for CasaGrande Apartments, with prices starting at ₹1.85 crore and going up to ₹3.8 or ₹3.9 crore!

Now, here’s where it gets interesting — or rather, absurd. Who exactly is this flyer speaking to? Let’s be honest. The average person waiting at a bus stand isn’t in the market for a ₹3.8 crore apartment. That’s just not how demographics — or logic — works. The kind of person considering a luxury apartment like that is probably not commuting via RTC buses. They’re more likely zipping by in a Mercedes, an Audi, BMW or at the very least, a cushy Uber.

So what’s the strategy here? Sticker shock? Accidental discovery? Or is someone at the media agency just ticking off deliverables without applying consumer insight?

Outdoor Media (OOH) has its place, especially in posh pockets like Gachibowli, Jubilee Hills, or Banjara Hills. Giant hoardings? Sure. Prime LED signage? Makes sense. But sticking a luxury apartment flyer on a dusty bus stand? That’s like promoting Rolex watches in the RTC timetable booklet.

And on a lighter note — maybe, just maybe, some of those Merc or BMW folks might notice the flyer while stopped at the signal. But what’s the brand perception then? Premium real estate stuck to public transport infrastructure? It’s a mismatch, and it cheapens the brand. The message you’re sending is confusing at best and contradictory at worst.

Let’s talk celebrity endorsers now. The face of this campaign? Venkatesh. Great actor, lots of respect, but let’s be honest — he’s past his peak when it comes to aspirational value for the younger, upwardly-mobile crowd. It feels like a safe, affordable choice rather than an impactful one.

What about someone like Ram Charan, Junior NTR, or Nitish Reddy? Even Sania Mirza or a young, dynamic achiever like P. L. Sindu could’ve added a fresh spark. Someone who aligns with ambition, aspiration, and modern luxury.

Affordability in endorsements is important, yes. But is affordability the reason we’re picking a celebrity who no longer connects with the target market? That’s a branding misstep. Just like that flyer at the bus stop.

So here’s some food for thought: Luxury brands must act like luxury brands. That means everything — from the celebrity you choose, to the place your flyer shows up — must reflect the image you're trying to build. Or else, you end up with a ₹3.9 crore apartment ad being read by someone figuring out if they can afford even a Rs 30 lakh apartment.

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