MARG Group

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The MARG ProperTies brand sports a new joyful look Unveils a new mascot – Mr.Joy
~Marg ProperTies gets a new brand identity
~A new brand mascot – Mr. Joy in sync with the new positioning of "Joy of Ownership"
~Unique branding initiative in the real estate segment
~Refreshed branding intended to enhance brand salience
~Mr. Joy to be the face of MARG ProperTies values and ethos

Chennai, April 21, 2011: 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.

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 connects 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.


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 2500 happy customers to the MARG family.

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.

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

The 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)

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For further information contact:

Usri Sen / K. Ravishankar
Hanmer MS&L
M: +91 99402 41521 / +91 93828 87608