KUALA LUMPUR: Mah Sing Group Berhad (Mah Sing) will be launching its ‘Reinvent Affordability’ campaign on Thursday, to serve as a key theme in its business plan to develop more affordably priced homes to cater to the market’s supply demand gap.

The group, which started developing affordably priced homes since 2014, said the campaign covered Mah Sing’s four upcoming launches namely M Centura, Sentul, M Vertica, Cheras, M Vista, Penang and Fern phase 2 in Meridin East, Johor, whereby unit selections will begin from this weekend.

It noted that all projects had recorded high registration of interest and were expected to be well taken up once launched.

The campaign also encompasses Mah Sing’s RM23mil Rewards Reloaded Incentive campaign which makes ownership of the existing projects more affordable via the provision of a RM23mil pool of incentives which comes in the form of cars, furnishing packages and interior decoration vouchers.

The group will also be giving away gold bars to its buyers.

“In fact, those who purchase the selected projects earlier will be entitled for more entries and stand a higher chance to win the exclusive gold bars,” the group said in a statement.

The campaign ends on December 31, 2017.

The RM23mil Rewards Reloaded campaign is applicable for a total of 29 existing projects, which include Southville City in KL South, (Savanna Executive Suites, Savanna Lifestyle Shops and Cerrado Residential Suites), Lakeville Residence in Jalan Kuching, Icon City in Petaling Jaya (Residential and SoVo), M City in Jalan Ampang, Icon Residence in Mont’ Kiara, D’sara Sentral, Sungai Buloh (Residential, SoVo and Lifestyle Shops), M Residence (Canal Link and M Galleria) and M Residence 2 (Caspia), Johor’s Meridin East (Greenway, Eden, Dandelion and Fern phase 1), Meridin@Medini (Residential, Hotel Suites, Retail Shops and SoVo), i-Parc@Tanjung Pelepas (retail shop units, semi-detached factory and detached factory) and Penang’s Legenda@Southbay, Ferringhi Residence, Ferringhi Residence 2 and The Loft@Southbay.

Mah Sing Group MD, Tan Sri Leong Hoy Kum said there was still a supply and demand gap in the property industry.

“We believe that our business direction in developing more affordably priced homes does not only bridge the mismatch in supply and demand gap for the affordable segment but also ties in with the Government’s broad Budget 2018 objectives in helping rakyat to own a home,” he said.