Some of the current and yester years leading names in Bollywood including Shilpa Shetty, Sanjay Dutt and Govinda are the latest big movers for Dubai’s real estate sector, which is fast taking to influencer marketing to reach out to targeted buyer groups around the world for their trendy real estate projects.
The move is a win-win for real estate majors and movie stars – while project developers are able to reach out to the millions of followers – across classes and ages – of the Bollywood stars on various social media, it opens up yet another avenue for the film stars to earn big bucks.
The Bollywood biggies are understood to be paid up to $30,000 for a single shoot for short videos created by leading influencer marketing firms, which is promoted among the database of the stars on social media platforms such as YouTube, Instagram, Meta, TikTok and Sharechat.
Influencer marketing in Dubai
“Besides popular movie stars, we also have tie-up with thousands of social media influencers to promote the projects of real estate companies in Dubai, where influencer marketing is fast gaining prominence as a major vehicle for project promotion,” Gautam Madhavan, founder and CEO of Mad Influence, an India-born global influencer marketing firm which has operations in the UAE, told Arabian Business.
Leading Dubai-based developers such as Danube is among the companies with which Mad Influence has already worked with, the firm is said to be in talks with several others for influencer marketing of some of their latest splashy projects.
“This [influencer marketing] is still in a nascent stage in Dubai but is growing at a faster clip, clocking 200 to 300 percent growth rate of late,” said Madhavan, who started Mad Influence as a startup in 2017, after his under-gradation from Delhi University.
He said an influencer marketing campaign costs anything between 10,000 to 100,000 dirhams, depending on the kind of specific target groups to reach out to and the status of the social media influencers.
“Dubai is a much sought after destination for real estate investments from around the world and developers are always on the explore new modes to reach out to prospective buyers in various parts of the world. Influencer marketing is the ideal mode to target specific buyer groups and hence will grow into a big business in the coming years,” Madhavan said.
“The fee for social media influencers vary widely, with celebrity influencers in many parts of the world, including in the UAE and Saudi Arabia charging around $25,000-$30,000 per shoot,” Madhavan said.
Madhavan’s startup, which has set up one of the biggest creators studio – MAD Studio – in Mumbai, works with some of the leading names among international influencers including Huda Kattan, Abdulaziz Baz, Noha Nabil and MoVlogs.
“We work with influencers with just 1000 followers going up to upwards of 1.2 million followers on just social media platforms,” he said.
Madhavan said unlike other print and online advertisements, social media influencing mode works much better as it helps brands to reach specific target groups who follow videos and write-ups of favourite influencers to the last word.
Mad Influence, which has about 15,000 influencers network from India and the Middle East, has also worked with some big bollywood stars like Akshay Kumar, Alia Bhatt and Aamir Khan for promotion of their movies through influencer marketing outreach in the past.
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