DLF Goes For Brand Makeover

As DLF gets ready to hit the capital markets with the largest ever IPO, expect the real estate giant to go on an advertising overdrive over the next couple of weeks.For starters the company is planning to increase its advertising budget from a mere Rs 10 crore last year to a whopping Rs 100 crore this year.

Not just that another Rs 100 crore will be added to the advertising kitty every year for the next five years taking the total budget to Rs 500 crore.A large part of the money will go towards an image makeover and re-branding exercise. 'Yes, DLF' will be the new catchline that the company is planning to roll out as part of the ad campaign.Brand recognition"We have stayed out of the market for a long time.

Last year we did make a splash to get some brand recognition and this year we need to reinforce the brand to come into public memory," said Rajeev Talwar, Group Executive Director, DLF."We have to do a concentrated spend and we will have to get into a marketing posture that will allow investors and buyers to recognise key strengths of the brand," he added.For Delhiites DLF may have become quite a household name over the past 60 years.

It has built satellite townships like new Gurgaon and posh colonies like Greater Kailash.However, building capital may not be as easy as building homes as the company decides to go public. It will first have to build a brand that will have enough recall among investors across the country. "The company will never be the same again as we are planning a pan-India rollout," Talwar further said.So at least for now DLF will be the advertisers darling but will that help it become a darling of the investors? That is something we will have to wait and see.

Source://NDTVprofit