Rajat Bokolia is a seasoned marketing leader with over 18 years of experience spanning both global and domestic markets. As the Group Chief Marketing Officer at Assotech Group, he has been instrumental in driving brand strategy, corporate communications, and market positioning for one of India’s most innovative real estate companies.
Rajat’s expertise lies in developing and executing large-scale marketing and sales strategies for high-end luxury residential, commercial, and hospitality projects. With a deep understanding of consumer behavior and market trends, he has successfully led multiple projects from concept to completion in both India and the Middle East.
Before joining Assotech, Rajat served in senior marketing roles at Raheja Developers Ltd. and Parx Laureate, where he was responsible for enhancing brand visibility, product launches, and managing channel sales across key markets. He has a proven track record of building strong teams, developing distribution networks, and creating impactful marketing campaigns that resonate with diverse audiences.
He holds a degree in Hotel Management from NCHMCT and brings a unique mix of skills in brand promotion, project management, and public relations, making him a key asset in the dynamic real estate sector. Medianews4u.com caught up with Group Chief Marketing Officer at Assotech Group Rajat Bokolia.
Q. This year Assotech Group re-launched itself. What factors prompted the move?
Our decision to relaunch Assotech Group was deeply rooted in a desire to embrace a new vision of luxury and innovation in real estate. After 38 years in the industry, it became clear that today’s market dynamics and consumer expectations are shifting, especially as Gen Z and younger millennials begin to shape the landscape. They’re looking for more than just opulent spaces—they value meaningful experiences, technology integration, and environmentally conscious practices.
We saw an opportunity to redefine what Assotech stands for, taking our legacy of excellence and infusing it with modern relevance to connect with a more diverse and discerning audience. This relaunch isn’t just about rebranding; it’s about reimagining the future of real estate to stay relevant and impactful.
Q. The goal is to embrace a new vision of luxury—one that marries timeless elegance with modern functionality. Could you shed light on this and how the concept of luxury has evolved, especially when one talks about Gen Z?
Absolutely. Traditionally, luxury in real estate was primarily associated with lavishness and exclusivity, but that perception has evolved considerably. Gen Z and millennials view luxury differently. They appreciate timeless elegance but expect it to harmonize with functionality and sustainability. For them, luxury is not just a statement but an experience, a lifestyle that reflects their values and technological savviness.
They prioritise smart, adaptable spaces that allow for greater work-life balance and support sustainability. At Assotech, we’ve taken these insights to heart and are redefining luxury to align with these values. We’re blending our sophisticated design ethos with cutting-edge technology and environmental responsibility to create spaces that feel effortlessly elegant, functional, and future-focused.
Q. How is the relaunch manifesting itself when it comes to marketing focus areas? Has there been a re-alignment?
Yes, absolutely, and the relaunch has marked a significant shift in our marketing strategy. We’ve re-aligned our focus to be much more consumer-centric and digitally driven, catering to the demands of today’s digitally savvy audience.
We’re prioritising a narrative that speaks directly to the needs and preferences of younger generations, showcasing the intersection of lifestyle, technology, and sustainability within our projects. We’re also emphasising personalized, immersive experiences—both online and offline—to engage potential buyers on a more meaningful level. This includes a stronger digital presence, curated content that tells our story authentically, and strategic collaborations with influencers who resonate with our target demographics.
Q. Is a brand refresh a key component of the relaunch? Kindly elaborate.
Yes, a brand refresh is central to our relaunch. It’s about presenting Assotech Group in a way that resonates with a new generation of homeowners and investors while honouring our legacy. We’re modernising our visual identity and refining our messaging to reflect the values of our brand today: sophistication, innovation, and sustainability.
This refresh extends to every touchpoint—from our digital platforms to the on-site experiences we create for our customers. Through this new identity, we aim to convey a brand that’s not only luxurious but also forward-thinking and environmentally responsible, setting new standards for excellence in the real estate sector.
Q. Which are the key cities and towns that the company is focusing on?
Our current focus is on expanding our footprint in high-growth urban and semi-urban areas where demand for modern, luxurious, and sustainable housing is accelerating. We’re prioritising cities like Noida, Gurugram, and select Tier-2 cities in northern and eastern India, as well as markets where we’ve already established a strong presence, such as Bhubaneswar. These areas align well with our vision to create vibrant, well-connected, and future-ready spaces that meet the needs of both seasoned and first-time homebuyers.
Q. Luxury real estate sales are on the rise. What factors are behind this?
The luxury real estate market has experienced a significant upswing due to a few key factors. Firstly, the post-pandemic era has sparked a growing desire for premium, well-designed living spaces that cater to work-from-home flexibility, health, and lifestyle needs. Buyers are increasingly prioritising investments in real estate as they seek more stable, long-term assets in uncertain times.
Additionally, the rise of young, affluent professionals, along with a strong appetite for luxury residences that provide a sense of privacy, comfort, and advanced amenities, is driving this trend. Our properties align with these preferences, combining timeless design with modern functionality, making them an attractive choice for this segment.
Q. What tactics will the company use to build consumer trust?
Building consumer trust is at the core of our strategy. We’re focused on maintaining transparency at every stage of the buying process, from detailed project timelines to clear documentation. Additionally, we emphasise quality assurance through our ISO-certified standards and innovative construction techniques.
We’re also making considerable efforts to integrate sustainability practices in our developments, as environmentally responsible projects resonate well with today’s buyers. By delivering on our promises and offering a customer-focused experience, we aim to foster long-lasting relationships with our clients.
Q. Could you talk about marketing campaigns and initiatives being done during the festive season?
This festive season, we’re enhancing our marketing efforts to offer prospective buyers an opportunity to connect with the Assotech brand on a more experiential level. We’re rolling out campaigns that focus on exclusive offers, finance solutions, and limited-time benefits, tailored to meet the aspirations of families looking for new beginnings during this auspicious time.
Additionally, we’re amplifying our digital presence through virtual walkthroughs, influencer collaborations, and interactive content that highlights the distinctiveness of our properties. This multi-channel approach is designed to create a festive ambiance and emphasise the joy of owning a luxurious, elegant, and sustainable Assotech home.
Q. Influencer marketing is being used a lot more this festive season across categories compared with last year. How important is this vehicle and word of mouth for Assotech Group and for the luxury real estate category?
Influencer marketing has become an invaluable asset for us, particularly in the luxury real estate space. Luxury real estate buyers are highly selective and prioritise trust, credibility, and relatability. Influencers who align with our brand values and can genuinely showcase the unique aspects of our properties provide that connection.
Word of mouth, especially through influencers who have a strong following among our target demographic, helps to build credibility and inspire confidence in prospective buyers. This festive season, we’re amplifying influencer collaborations to create aspirational content that resonates with our audience, helping them envision themselves in an Assotech home.
Q. How does the company use AR and VR tech online to give consumers an immersive glimpse of what they can expect?
AR and VR technology have revolutionised how we showcase our properties to potential buyers, allowing them to experience spaces in an interactive and engaging way without physically visiting. Through virtual reality tours, we offer immersive walkthroughs of our properties, from the layout and design to the finer details that define our spaces.
Augmented reality also lets potential buyers visualize how different setups, furnishings, and styles could look in their prospective homes, which is invaluable for those who want a personalized touch. This tech has proven particularly useful for out-of-town clients or those who value convenience and want to make informed choices remotely.
Q. Print and OOH are important in the real estate category. How does Assotech Group leverage them?
Print and OOH remain fundamental to our marketing mix, given their ability to reach a diverse audience. We focus on strategically placed advertisements in top-tier newspapers, lifestyle magazines, and prominent outdoor locations in our target cities. Our print and OOH campaigns are designed to reflect the luxury and sophistication of our projects, with high-quality visuals and compelling messages.
These channels not only enhance brand recall but also reinforce the exclusivity of Assotech properties. They provide a tactile, visual impact that’s hard to replicate in digital-only campaigns and resonate well with audiences looking for high-end real estate investments.
Q. What role is AI playing for the company in home design and in its search for perfection?
AI has become integral to refining our approach to home design and construction. We’re using AI-driven insights to predict market trends, understand customer preferences, and optimise space utilization. In design, AI helps us create functional layouts that maximize natural light, airflow, and energy efficiency. By analysing data on user behaviors, AI enables us to customise spaces based on how residents interact with their environments.
In construction, we’re integrating AI for precision and quality control, minimising human error to ensure we meet our high standards consistently. Ultimately, AI empowers us to design homes that are both aesthetically pleasing and intuitively functional, aligning with our commitment to perfection.
