The MARG ProperTies Brand Sports A New Joyful Look Unveils A New Mascot – Mr. Joy

MARG Limited, India’s leading diversified infrastructure development company today unveiled “Mr. Joy”, the mascot symbolizing a new brand identity for its real estate arm – MARG ProperTies

Online PR News – 30-April-2011 – – Chennai, April 21, 2011: The mascot, Mr. Joy, has been especially designed to connote to the ‘Home Category’ and at the same time give a look and feel of a male persona that is a manifestation of the core values that MARG ProperTies brand stands for:

• Customer Friendly and Omni-accessible
• Trustworthy
• Responsible
• Dependable
• Caring
• Timely and quality delivery
• Expert advisor

In essence, Mr. Joy will now be the spokesperson for the MARG ProperTies brand.

Commenting on this refreshed branding, GRK Reddy, Chairman & Managing Director, MARG Group said, “Mr. Joy, the mascot of MARG ProperTies is an attempt to personify the MARG ProperTies brand and create a better brand connect with our customers. It is our constant endeavor to serve customers better and provide them with the very best available solution tailor made and customized to their requirements. Mr. Joy is a manifestation of our desire towards customer delight and represents serious effort on our part to provide unmatched products and services”.

Mr. Joy is slated to amplify 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 that helps our customers to make the best use of available choices.

Commenting on this new initiative, S Ramakrishnan, CEO, MARG ProperTies said, “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 is sure to build strong and instant ties with the target group and would go on to give a shot in the arm to the brand. This is just the beginning of a joyous ride and we hope to enrich and further strengthen our ties with our loyal base of customers.”

The importance of branding in today’s keenly competitive real estate market is paramount. It is the brand that will be a key differentiator. This branding exercise gives MARG ProperTies a unique identity that is instantly recognizable and will help to build ties and bond better with a persona that is easily recognizable and approachable. Mr. Joy is therefore a clear attempt to differentiate the MARG ProperTies brand in the market to achieve a higher recall and brand salience.

The advertising campaign that introduces Mr. Joy kickstarts on April 22, 2011 and will be sustained over a period of time to make Mr. Joy the popular face of MARG ProperTies.