Formula for hard-sell

The success of Formula 1 in Greater Noida has turned out to be a boon for property developers. Many of them are advertising the proximity of their properties to the F1 track as a USP. One of the ads even talks about how only a lucky few can watch an F1 race from their balconies. Since many of the developers in Noida and Greater Noida have been going through a rough patch as a result of controversies over land acquisition, they are reluctant to forego the F1 opportunity. So much so that some of them are advertising proximity to the Buddh International Circuit, even though the properties concerned are 20 km away.