Does Star Power impact home buying in Thane?

May 2025

The trend of film stars endorsing real estate projects in Thane is on the rise, with several Bollywood celebrities partnering with prominent developers to promote their projects. Here are some examples:

• Anil Kapoor is brand ambassador for Dosti Realty's Dosti Greater Thane project, a 125-acre community designed by architect Hafeez Contractor.
• Rahul Dravid partnered with Piramal Realty for their residential developments in Mumbai, including Piramal Vaikunth in Thane.
• JP Infra recently announced the onboarding of Bollywood superstar Kareena Kapoor as its brand ambassador for its projects, including JP North Imperial Greens near Kasar Vadavli.
• Runwal Realty has onboarded Bollywood star and global fashion icon Sonam Kapoor as its brand ambassador to give a push to its luxury real estate projects.

The trend of celebrities endorsing real estate projects in Thane has been notable, though its effectiveness is at times, open to debate. Thane, a fast-growing satellite city, has attracted significant real estate development due to its connectivity, affordability, and infrastructure growth, making it a prime market for developers to leverage celebrity endorsements for brand visibility

Historically, Bollywood stars have been roped in to promote major projects. For instance, Akshay Kumar endorsed a Lodha project in Thane, while Amitabh Bachchan was associated with Lodha Palava, located in a suburban location just beyond Thane.

Other celebrities from the world of sport like Irfan Pathan for Grand Kausa City or Kapil Dev for STG Star Living have also made their mark in Thane’s real estate - the brand ambassador for Grand Kausa City, a luxury project, located in Mumbra, Thane, Indian cricketer Irfan Pathan, seems to have been a successful marketing strategy, which increased the project's appeal and credibility.

According to a report in ProjectsMonitor, Grand Kausa City saw ₹430 crore in sales in just 18 days, partially attributed to the marketing efforts and Irfan Pathan's endorsement.

These endorsements aim to create awareness in a crowded market, with developers banking on star power to attract buyers. A Kroll Report in 2018 said celebrity endorsements in India, including real estate, grew at a 10 per cent CAGR from 2007 to 2017, with film stars dominating 76 per cent of the market.

However, present day, it is open to debate - how will these impact Thane real estate sales; the response from home seekers appears to be mixed. Secondly, developers with projects in Thane, like Shapoorji Pallonji, Hiranandani, and Godrej often avoid celebrity endorsements, relying on established brand equity.

Industry experts argue that endorsements are a costly marketing gimmick, in most instances, home buyers prioritize quality, location, and amenities over celebrity appeal. Post-RERA (Real Estate Regulation and Development Act), transparency has increased, with an obvious impact on home seekers opting to buy a home based only on such marketing trends.

Industry experts argue that endorsements are a costly marketing gimmick, in most instances, home buyers prioritize quality, location, and amenities over celebrity appeal. Post-RERA (Real Estate Regulation and Development Act), transparency has increased, with an obvious impact on home seekers opting to buy a home based only on such marketing trends.

To conclude, the summer of 2025 also sees a new trend - celebrities investing in Thane’s real estate rather than just endorsing. For example, in April 2025, KL Rahul and Suniel Shetty invested ₹9.85 crore in 7 acres at Owla, reflecting confidence in the area’s growth potential. This shift suggests celebrities are moving from mere endorsements to strategic investments, aligning with Thane’s rising status as a real estate hotspot.

So, while celebrity endorsements remain a part of Thane’s real estate marketing, how relevant their influence remains open to debate. Informed buyers in a regulatory framework have been prioritizing substance over star power. And, celebrity investments signal a new trend, boosting Thane’s real estate appeal.

~ Mr.Kamlesh Pandya
Consulting Editor THANE REALTY NEWS

Source: Thane Realty News

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