The dynamics of media evolution is clearly evident in the way brands reach the consumer today. Brands have adapted to newer ways to reach and engage with consumers. This evolution is both ways, now the consumers are also reaching & engaging with brands digitally. Digital media has brought in a 2 way communication mechanism.
500 home buyers of Kalpataru Radiance, Goregaon, Mumbai have been the aggrieved lot as their property has been delayed by 7 years. The buyer’s group has been pretty active, they have protested peacefully at the builders office and MHADA. They have also protested at MCHI exhibition to express their concerns. Buyer delegation has also engaged actively with Dy Cm Devendra Fadnavis, MLA Vidhya Thakur & MP Gopal Shetty.
As part of their plans to mount pressure on the concerned parties, they have smartly utilised the current media trends to engage and express their pain. This Republic Day, the buyer’s group has launched the Rap Anthem, as a sign of protest, to creatively express their pain and to seek justice. Music has no language and cuts across age groups, has a tremendous appeal to broader audiences, hence the reason to choose a rap song.
This is the first of its kind, done by any consumer as a sign of protest anthem. This Rap Anthem has been done for a good cause, socially very relevant today for all home buyers. This will help 1.3 lac of home buyers in Mumbai Metropolitan Region (MMR) whose homes are either stuck or delayed.
This kind of consumer activism will go a long way in solving the much-needed reform for timely delivery of homes in the real estate industry.
The song can be accessed on YouTube
