Why is Dubai-based realty firm Danube Properties advertising in India?
Founder Rizwan Sajan allocated 20% of the marketing budget to tap into growing interest in Dubai real estate, focusing on India's market expansion
Sumit Rawat
Danube Properties, a real estate firm based in Dubai, is expanding its presence in India through a diverse range of marketing channels. This includes branding an entire aircraft, advertising on the seat-backs of flights and trains, and sponsoring major Indian film awards such as the South Indian International Movie Awards (SIIMA) and HT OTTPlay
While primarily operating in the Middle East, Danube Properties has allocated 20% of its marketing budget to target the Indian market, which has proven to be a significant source of customers, constituting at least 27% of their clientele, followed by the UK and Russia.
The company is actively promoting its '1% Payment Plan' across various mediums in India. This unique plan enables individuals to purchase a home by paying a 20% down payment, with the remaining 80% spread over 80 months (1% every month).
Rizwan Sajan, the founder of Danube Properties, emphasizes the potential of residents in tier-two Indian cities to invest in Dubai properties. The advertising campaigns are strategically aimed at this specific audience, highlighting Dubai's progressive market and its appeal as a secure investment for future generations.
Danube Properties initially focused on empowering UAE residents, especially those unable to afford homes, when it entered the property market in 2014. However, post-COVID, Dubai's allure increased, boosted by the Golden Visa rule and effective crisis management by the government, attracting international interest.
In addition to sponsoring award shows, Danube Properties employs various advertising strategies in India, including hoardings, airport and in-flight advertising, aircraft branding, television and radio commercials. Celebrity endorsements have played a crucial role in their marketing strategy in India, with past endorsements from celebrities like Sanjay Dutt and Arshad Warsi. The company is currently in talks with potential endorsers for 2024.
Rizwan Sajan himself has become a recognizable face for the brand, featuring prominently in '1% Payment Plan' campaigns and earning the moniker '1% Man' in India. This personal touch enhances the connection between the audience and the brand, contributing to its success in the Indian market.
