Targeted marketing by Akshaya and Hallmark at FAIRPRO ’09

February 13, 2009

Akshaya seems to have a good marketing team which impressed with its timely placement of banner advertisements targeting those who were visiting the FAIRPRO ’09. 

In the road from Guindy to Nandambakkam Chennai Trade Centre, Akshaya has placed a sequence of “Do you know” infotisements which cannot be missed. Clicked the following one on my way to Nandambakkam..

p1010574_wm The text reads “Do you know that the UDS (Un-Divided Share) of all buyers should add up to 100% of the land extent ?”

As per wikipedia, “an infotisement is a print article that, on the surface, provides readers with useful news or information on a topic, but whose ultimate purpose is to promote or sell goods or services related to the article’s topic. Infotisements are developed by the advertiser. As a result, their content (particularly in terms of validity, objectivity, and truthfulness) is vulnerable to the ethics of the advertiser”

Akshaya even gives out a booklet with 25 such “Home Facts” (online version).

p1010575_wm Another player which targeted the visitors with its advertisement was Hallmark.

Hallmark did not have a stall at FAIRPRO ’09 (probably it did not meet the some eligibility criteria or may be, the stall rates were very high or may be the stalls were limited and got booked soon ?!  whatever !!). But, it was cheeky enough to park a mobile billboard (vehicle wrap advertising) outside the FAIRPRO ’09 entrance of the Chennai Trade Centre at Nandambakkam.

The photo was taken at about 11:30 am. The mobile billboard was not present in the evening. The advertisement promises “உங்கள் கனவு இல்லம்” (“Your Dream Home” in Tamil) at Rs. 9.99 Lakhs (Rs.9,99,000 ~= $20,500 approx.)

Visited almost all stalls at the fair today and plan to go back on Sunday. Will be working to launch tomorrow. If you do go to the property fair and find something interesting, do comment about it here.

Update : is now live !!


CREDAI’s FAIRPRO ’09 at Chennai Trade Centre, Nandambakkam

February 13, 2009
Looking for details on FAIRPRO 2011, Chennai  ? Check out..


The Confederation of Real Estate Developers’ Associations of India (CREDAI) is organizing a FAIRPRO ’09 at Chennai Trade Centre, Nandambakkam today, tomorrow and the day-after (13th, 14th and 15th February 2009).

Purported to be the largest property fair in Chennai, the exhibition promises projects which are pre-approved by home finance institutions like HDFC, SBI, Axis Bank and LIC Housing Finance. About 45 Builders will be showcasing their projects and would compete with each other to offer the best deals to the customers.

FAIRPRO ’08 reportedly had about 100,000 footfalls and 400 bookings made over three days. With recession and not so bright outlook in the IT sector, the builders will have a tougher time matching the previous record, which is good news for those who really want to buy their home and have sufficient savings. And to beat the slowdown, builders are coming up with a schemes like free modular kitchen, furniture sets, free registration, free car park and huge cash discounts.

I plan to visit the fair on all three days and upload details to a new website : (yet to launch). This website will be in lines of . If you would like to see any specific detail as part of the website, kindly let me know r.rajkumar [at] gmail [dot] com .

(Update : is now live)