 The real estate boom has also given a fillip to outdoor advertising. CNBC-TV18 reports that as competition intensifies, real estate developers are spending big bucks on brand building. Industry players believe that with more than 15 organised players in the market, and a lot of them looking to tap the capital markets, building brands is priority. VP-Marketing at Ansal API, Kunal Banerji says, "We are working in such a competitive frame, wherein establishing the brand becomes the focus of our marketing strategy." Though television is the least used traditional medium as of now, companies are also looking at TV commercials (TVC) as an option. Ansal API is one of the players that will be launching its corporate TVC soon, and its advertising and media agencies that are cheering the most. Shan Jain, general manager, The Media Edge, says, "Real estate is an important part of any advertising agency's portfolio today. A certain amount of growth does come from FMCG and consumer durable companies too, but its plateauing. So you need a growing sector in your portfolio." After phone companies, FMCG and consumer durable players, Real estate companies are banking on Star power. Where Delhi-based, Seven Heaven Developers have roped in Katrina Kaif, and it is believed that DLF has just signed on Shah Rukh Khan.
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