Reel estate to real estate in B'lore

SOUTHERN COMFORT: Ajay Devgan\'s new assignment is all about being brand ambassador for a real estate firm in Bangalore.

Other stories in the section

• Hyd vs Bangalore: Who'll make IT?
• Real estate at a surreal price
• TATA, Changi enter JV in aviation
• GoM approves Air India-Indian merger
• Bihar villages forgotten in eco boom

Bangalore: One would expect celebrities like Shah Rukh Khan, Ajay Devgan, Kajol and Sania Mirza to endorse something like a cola drink. But that is not the case anymore, the celebs are starring in advertisements for real estate companies.

Devgan's new assignment is all about being brand ambassador for a real estate firm and the actor is more than willing to explain why he made the transition from reel to real estate.

“There are certain brands that suit a couple. When we talk about home, it suits us (Ajay and Kajol) better. We like to do things that suit our personality,” says Ajay.

And it’s not just Bollywood stars shining bright on the Southern real estate market.

If billiards champion Pankaj Advani is cueing up to add glamour quotient to the city's booming real estate market, tennis star Sania Mirza is serving a winning ace for a Bangalore-based company's new apartment block.

“We are looking at Sania more as a youth icon. The location for this project is near the IT hub where there are young professionals looking for space,” Senior Vice-President, Nitesh Estates, Rajeev Rao says.

With scores of real estate projects spread across Bangalore, it seems competitive pricing is not the only USP that developers are homing on. Glamour sells and in a booming realty market like Bangalore stars are giving just the right push to land value.