Mere emotional appeal?
Last weekend when I saw 2 full-page ads of Child-centric homes in Gera's Song of Joy at Kharadi, I realized that I haven't seen these 'celebrity-led learning academies for sports, performing arts and more designed to help kids pursue their dreams'.
"Ravi Karandeekar, this is not right. How can you ignore Shankar Mahadevan, Shaimak Davar, Anil Kumble, Mahesh Bhupathi, Vishwanathan Anand? Whenever you lift a mug to take a sip of coffee, all of them tell you that 'We are coming to Gera's Child-Centric Homes" Isn't it?"
"Yeah! I got that Mug when I attended the press conference of Song of Joy in May 2014. For me, 'Gera's child-centric homes' was not news. Gera's Emerald City North already had child-centric homes. This time, at Song of Joy, the only difference was the 'celebrity led academies'. It means that 'Child-centric homes' is not an emotional appeal - marketing gimmick - it is a genuine idea. I didn't visit it only because I was waiting for these academies to become operational. Now, I am curious to visit it," I told myself and left for Kharadi.
I got down at Kharadi Gaon bus stop and started walking on the Grand Road.
Mad Millennials?:
"Besides, Celebrity led academies in Child-Centric Homes at Song of Joy, Ravi, you don't know one more groundbreaking concept in Pune real estate market," I told myself.
"Which one?" I asked.
"Guess! I will give you 3 clues - 1) Co-Living 2) Panchshil 3) 30470 per month," I told myself.
"Flo - a next-generation co-living solution for young professionals working in Eon Free Zone - Atul Chordia's latest venture - CoLiving Stories Pvt. Ltd. - at Eon Water Front Phase 2. Right?" I said.
"It means that - Ravi, you don't know anything about today's parents as well as young professionals!" I told myself.
"You got me! I fail to understand Millennials - people born between 1981-1996 - 22-37-year-old. If you care so much for the future of your child - instead of buying 80 - 130 Lakh Child-Centric Home - why don't you rent a flat for 30 - 40 K and save money for your child's education? If you can afford to pay 30,000 per month - instead of Co-Living with flatmates - why don't you rent a flat and live independently? I need to understand. I need to visit both," I said.
Crisil 4 Star Rated Guardian Eastern Meadows:
Around the marketing office of Gera's Song of Joy, Gera's Misty Waters at Keshav Nagar was advertised. At the entrance to the office, some alteration work was going on. One of the sales persons at the gate welcomed me.
"I am curious about your 'celebrity led academies'. When can I visit?" without wasting any time, I asked him.
After the visit was arranged, I asked him "Since you don't have anything to sell in Song of Joy, why did you release 2 full-page ads in the newspaper?"
"Branding! To promote 'Child-centric concept'," the salesman said and added that "Selling is not a problem for us".
"Why?" I asked.
"In the last few years - Gera brand has become very powerful. Plus, the progress of construction is very good, and we have a highly motivated sales team. You know? There was a queue for booking flats in Adara at Hinjewadi - not only that - office and retail spaces in Imperium Rise at Hinjewadi are almost sold out. Soon, we are launching office spaces in Imperium Alpha Kharadi - just across the road," the salesperson said.
Whatever he was saying was all music to my years. With great joy, I took his leave.
In that joyful mood, you know what I did?
Though it was almost dark, I stopped at Guardian Eastern Meadows! (Otherwise, I don't dare to visit CRISIL 4 Star rated projects.)
"Are any flats available for booking?," I asked the salesperson.
"Yes! In the 2nd phase. 2 BHK for approx 67 - 70 and 3 BHK for 98," pointing at the property price list, he said.
"Good for you!," I said. Eastern Meadows was launched in 2015. At that time, cost of a 2 BHK was around 58 Lakhs and a 3 BHK was for 80. The possession of the 1st phase was in December 2018. Now, the revised possession date is December 2020. It means that the sales persons in Eastern Meadows will remain busy for a few more years. Good for them. Isn't it?
What say you, millennials?
Please, share your views in the comments.
Photowalk of Kharadi:
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