It is SRK time. The king khan - Shah rukh is coming do Dubai to perform on 25th October. And this is not all, he is also starting a property development project in Ras Al Khaimah. Aptly called Shahrukh Khan boulevard, it is set to be a premier destination for one and two bedroom apartments.
I was involved in the PR for ACI Real estate, which launched the Boris Becker towers a few months ago in Dubai. With Boris becker in town, the media was abuzz with what he had to offer to the world of real estate. Listening to the former tennis star ( and a star in his own right today), one could glean a certain business acumen from him. He was talking "return on investment", "commitment to excellence", values which he embodies.
The premise of Celebrity branding is that the celebrity's perceived value will rub-off on the projects undertaken positively. While Boris becker, Donald Trump, Michael Schumacher, and now Shahrukh Khan are banking on their name to give wings to their projects, one is left wondering how much of the cross-pollination does really occur in such branding exercises ?
Does Boris becker's status in tennis really matter when it comes to a brick and mortar industry ? Of course, one can rest assured that he would not associate with someone who doesnt value quality and aesthetics in construction, but again; how much of his real 'self' is involved in the project ?
I presume that in the world of real estate branding, perceptions are really what matters. Perceptions become reality. And PR drives this more than advertising. The real value of these projects is in peopl'e minds.
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