Ad war in affordable housing segment

Just two days after Purvankara Group’s subsidiary Provident Housing Limited announced the launch of Welworth City on Doddabalapur road, another firm has launched an advertisment (ad) campaign — which appears to be targetted at the prospective buyers of Welworth.

Confident Group, a well known, relator in City, in its full page ad in one of the dailies has made statements like: ‘an affordable home must also be in an affordable location’, and said Sarjapur is a better location than an area 30 kilometres from Bangalore, hinting at the distance of the Provident’s project.  It said your home (for the middle class) needs to be close to your day-to-day requirements. ‘Will you change your office or your children’s school just to accomodate into an affordable home?’ it asked.

Even as all of it makes straight sense, the question arises with the timing of the ad and the content. While Confident’s claim of Sarjapur being an ideal location for an affordable housing as it has in its vicinity post office, BESCOM office, schools among other things, the ad suggests that staying in a place away from these facilities is not wise. 

While denying any intentions to discredit any project Confident Group Director Gaffar P Kandy told Deccan Herald, “We consider Sarjapur to be a better locality for affordable housing project because of its promixity to Bangalore city centres. Sarjapur is located about at 20 km distance and has all important facilities within short distances.  What is the need to buy a home 30 or 40 kilometres away?”

But Provident Director Jayakar Jerome is unfazed, he said “We are not unduly worried about competition or such tactics, as we are confident of our quality and value we are offering.”

DH News Service