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MARG PROPERTIES SHOPPE OPENS ITS SECOND OUTLET at Kottivakkam on strategic OMR- IT Expressway


  • Awarded for the highly successful “Mr. Joy Campaign” ~
  • Mr Joy is the mascot of the MARG ProperTies brand and represents a unique marketing initiative in the real estate sector ~
  • Mr Joy Campaign awarded for its two-fold innovation
    • A Real Estate marketing first in terms of a brand mascot- a thought innovation
    • Innovation in media – capped by highly impact outdoor innovations
  • Mr. Joy positioned as a mentor who is an epitome of  trust, friendship, responsibility  and an home expert  thereby strengthening the new brand positioning  of “Joy of Ownership”

Chennai, March 3, 2012: Mr. Joy, the mascot symbolizing the refreshed brand identity of MARG ProperTies, the real estate arm of MARG Ltd., amongst India’s fastest growing infrastructure organizations, bagged the Innovative Real Estate Marketing Campaign of the Year Award in the prestigious ‘Realty Plus Excellence Award 2012’. The award was presented at a grand ceremony in Bengaluru on March 2, 2012.

Mr. Joy, the brand mascot of MARG ProperTies was a breakthrough idea not just because of its uniqueness but also because of the fact that this carefully designed mascot in the form of a home has a brand personality that stands for traits that generate consumer goodwill and confidence. Mr. Joy comes across as a friendly & trustworthy neighbourhood that always has some valuable expert advice at hand. Mr. Joy has successfully amplified the MARG ProperTies brand positioning of “Joy of ownership” by creating a distinct platform that helps in better brand recall. In a nutshell, Mr. Joy exemplifies the qualities of a mentor, friend and guide towards helping customers to make the best use of available choices.

Commenting on this path-breaking campaign, Atul Raja, Group Vice President & Head of Corporate Communications at MARG who spearheaded the campaign said, “Brands today are faced with myriad challenges as they grapple for customer attention and mind space. As the real estate market evolves, brands are increasing becoming clones of each other. The customer, hence, is given little reason to make an easy choice. We cannot afford to get lost in the sea of sameness.  With MARG ProperTies having a no. of customer centric and unique features, it is imperative that the same is communicated to the customers effectively and Mr Joy is a platform for the same. The importance of differentiated branding in today’s keenly competitive real estate market is paramount. The Mr. Joy campaign clearly succeeded in creating a brand differentiator in an otherwise cluttered category and gave MARG ProperTies a unique identity that is instantly recognizable.”

Touted as a thought led category innovation, this awarded campaign was adequately supplemented by a carefully woven media mix at launch which focused on the high cost print advertising and more rationalized cost approach of PR, outdoor and other BTL ground level activities. The innovation of putting up Mr. Joy lit inflatables on hoardings & pole kiosks and lit cut outs on bus shelters took the entire city by surprise. This was supplemented by other unique BTL activities like human backlits, mall promotions and lit branding on tri-cycles.

S Ramakrishnan, CEO, MARG ProperTies further added, “Mr. Joy perfectly blends with the brand that is known for its excellence in terms of expertise, delivery and its strong customer-friendly approach that infuses joy in the lives of its customers. The friendly demeanor of the mascot has built strong and instant ties with the target group and would continue to give a shot in the arm to the brand. With this joyous ride we hope to enrich and further strengthen our ties with our loyal base of customers.”

Mr. Joy is synonymous with the MARG ProperTies brand and its ethos, values and personality looms large over an ever increasing customer base, continuously striving to meet expectations and achieve customer delight.

Mr Joy is today and iconic brand in itself and is an oft discussed branding initiative in the real estate category. A key factor for the success of the Mr Joy campaign is that this was one marketing initiative that was sustained over a period of time with great passion, intent and strategy. As a result the brand recall attained was very high and Mr Joy is an integral and omni component of all MARG ProperTies marketing initiatives now.

About Realty Plus Real Estate Excellence Award:

The ‘Realty Plus Real Estate Excellence Awards’ is a platform which recognizes the contributions made by Individuals, Developers, Architects, Interior Designers and Property Advisors who have played a key role in the stupendous growth of the Indian Real Estate sector. This initiative, was preceded with brainstorming conclaves on the pressing issues confronting the realty sector, and acknowledged the extraordinary contribution made by real estate firms in terms of quality, product innovation and customer satisfaction.

About MARG ProperTies

MARG ProperTies, a leading name in the real estate space provides value enriched homes and builds everlasting relationships. Having already sold more than 2.5 million sq.ft. of residential space with many successful projects launched in the last one year, MARG ProperTies offers a wide range of Affordable homes, Urban Smart homes, Integrated townships & Ultra Luxury homes and is poised to build 20,000 homes. MARG ProperTies has added over 3000 happy customers to the MARG family till date.

The MARG ProperTies Promise: Delivering the right product with the right value; Better value to customers through economies on utilities, infrastructure and smarter technologies; Long term appreciation of property; Superior design and flexibility; Hassle-free maintenance support and On time delivery.

MARG ProperTies Values: Sound investment, 100% Vaastu compliant, Trust, Great design and Assured quality

MARG ProperTies offerings: Measure & Pay, Upgrade, Great Deals, Zero dead space and 24 X 7 Customer support (Online support, real time customer portals and on-line customer referral system, Relationship managers for personalized selling and consultative approach and Customer delight of Purchase, delivery and after sales experience)

About MARG Group:

MARG Limited (BSE: 530543), incorporated in 1994 and headquartered in Chennai, is an infrastructure major with presence across the value chain. The Company is listed on the Bombay Stock Exchange and its shares are traded on the NSE under the category of ‘Permitted Security’.

With over two decades of reassuring presence and the credit of pioneering the development of economic growth centers, MARG's portfolio spans across the entire infrastructure value chain - urban and industrial infrastructure, urban residential clusters, marine infrastructure & services, malls and EPC division. The group is expanding its sectoral presence with airport projects in Bellary & Bijapur and Multi-level car park projects. Listed by Dun & Bradstreet among “India’s Top 500 Companies 2010”, today MARG Group has projects worth more than Rs. 3000 crores under execution, a seasoned human capital of more than 1300, global partners in the Infra space and offices spread across India, Singapore and China.

For more information, visit http://www.marggroup.com

Sakthi Prasanna
Hanmer MS&L
M: +91 98842 77251