Merlin Group’s Jayanta Saha decodes real estate market in the East

Merlin Group, one of the leaders in the real estate sector, recently completed 40 years and unveiled its new corporate brand identity on the occasion. This rebranding speaks of the commitment of the brand towards innovation, quality, customer satisfaction. It sheds light on a reinvigorated mission of the brand for accelerating growth in the next decade. The rebranding initiative includes a complete visual revamp, which features a new logo, design system, website. It also includes revised brand promises, augmented vision as well as mission statements communicating the values of Merlin across the real estate sector.

The brand is focussing on expansion in the Maharashtra market currently and is implementing the first World Trade Centre project of the Eastern region. The brand has also launched a new outdoor campaign – #MoretoLife – to commemorate the new brand identity and logo launch.

In conversation with Adgully, Jayanta Saha, VP, Sales & Marketing, Merlin Group, speaks about the strategic vision and purpose behind the rebranding exercise of Merlin Group, what led to this rebranding, the kind of research that went behind it, the concept behind the new campaign, how the TG of Merlin Group has evolved over the years, and more.

Could you tell us about the strategic vision and purpose behind the rebranding exercise of Merlin Group and what led to this rebranding? What kind of research went behind it?

As our management said that in the last 40 years or four decades of journey, there are lots of changes of certain kind of market dynamics, certain kind of technological upgradations have happened. So, it is basically how you can upgrade yourself in the system. First and foremost, customer satisfaction is the only thing that we completely strive on.

But depending upon the overall market situation in today’s world, you have to be little bit edgy. So, that is the main thing because to change our loop, that was the only main part. And obviously as per the R&D is concerned, when we started the exercise we did certain kind of national and international studies also that what were the certain kind of makeover changes that happened in maybe last one decade time, very important ones that certain kind of organization have done. So, that was basically the inspirational factor which went on and after that our internal team, our senior teams did the overall exercise and ultimately this is the current result that you are seeing and in outdoor campaign, ‘More to life’.

What is the core thought and concept behind the ‘More to Life’ campaign? Which creative agency has conceptualized it?

‘More to life’ is basically bringing happiness to the customer’s life. As we are different verticals, it is not only comprised in residential or commercial. Merlin Group has certain kind of hospitality sectors also, resources also. So, our main purpose is basically to put certain kind of extraordinary happiness with the customer mindset. A few decades ago there were only green open spaces. People used to consider only green. Now, it has completely gone into a different landscape and all those things come depending upon the expectation from the customer’s mindset, what they look for because of their parents, because of their children.

What is the new brand philosophy on the basis of which this rebranding is founded on?

Brand philosophy is obviously growth, transformation and trust. That is the first and most important factor that whenever customers are engaging with us, they should be most assured with their money. That is the most important thing that Merlin Group always looks forward to.

What is the marketing strategy behind this rebranding by Merlin Group?

It is basically a 360-degree campaign that we have thought of, as in today’s market digital is the main thing that you can largely cater around. So, in our current strategy largely we have look into the digital part. But apart from it each and every media we have considered – print media, outdoor media. Digital media journey is very largely catering to the many sectors.

How has the TG of Merlin Group evolved over the years now that it has completed 40 years?

Merlin Group is always to be considered as a people’s organization. We used to mostly cater to the MIG segment, but currently we are keeping ourselves open for all segments, starting from the very affordable segment to the super premium segment, starting from Rs 14 lakh to Rs 13 crore also. We have a very good planning to cater to each and every segment of the community, whether it is residential, whether it is commercial spaces, whether it is hospitality, malls, each and everywhere industrial park also.

What does Merlic Group aim to achieve with this rebranding and what does this new logo signify?

The new logo signifies obviously I think the three things or the three pillars – Growth, Transformation, and Dependability or Trust. These are the most important three pillars that we always look for, and customer satisfaction is the most important thing. What people always look for, we will always try to match those expectations.

What are the trends, challenges, opportunities in the real estate industry in Kolkata currently?

Currently, Kolkata is looking at certain kind of requirement of maybe little high-end segments. Perhaps before the COVID period, the Kolkata market was more towards the mid-segment market. But slowly and steadily it is getting towards the high-end segment. Basically, the projects which are catering to Rs 1.5 crore onwards are in high demand as people are looking for bigger spaces. Currently, 3BHK has become more important and is more in demand compared to the 2BHK. So, that is an important change that we have also seen.

How has the year 2024 been for Merlin Group? What are the growth targets and focus areas for 2025?

The year 2024 has been extraordinarily good for Merlin Group. We have seen immense growth in this year. Currently, we are in the process of launching two more projects in 2024 only, and we are anticipating a good response from the market.