IndiaProperty.com puts the first-time home buyer at ease
In the TVC, O&M captures the psyche of a first-time home buyer who undergoes various emotions such as fear, anxiety and struggle on entering the maze of home search
BestMediaInfo Bureau | Mumbai | December 8, 2014
IndiaProperty.com has released a new campaign titled 'We get you home' which captures the psyche of a first-time home buyer who undergoes various emotions such as fear, anxiety and struggle on entering the maze of home search. The campaign, created by Ogilvy & Mather, tries to metaphorically explain that a first-time home buyer goes through the same nervousness as that of a kid who jumps into the pool for the first time.
The TVC portrays the hesitation a child feels when he jumps into the pool for the first time. Before getting inside the pool, numerous feelings race past his mind and he hopes that there is atleast one helping hand to save him from drowning. This feeling is then compared to what a first-time home buyer feels when he enters the home-searching maze. India Property promises to simplify the property buying experience for its customers.
The portal not only provides property listings, but also has a team of Property Advisors who hand-hold the customers and guide them through their entire home search journey - starting with helping them select their desired locality to short-listing relevant properties, giving them assurance via verified listings, enabling them to virtually tour and visualise how the finished home would look like, site visits, home loans and more.
Commenting on the new campaign, Piyush Pandey, Executive Chairman & Creative Director O&M, India and South Asia, said, “Buying a property is life's biggest and toughest decision. Fear, anxiety, lack of clarity and trust are the emotions a property buyer goes through. They desperately seek assurance. The challenge was to think of a story, an idea that encapsulates this feeling best and is unique. The kid jumping into the pool not knowing swimming portrayed the emotions of the first-time property buyer beautifully.”
Ganesh Vasudevan, CEO, IndiaProperty.com, commented, “We are very excited to announce our new brand identity, reflecting our promise of hand-holding the user in the home buying journey. For the campaign, we wanted to reflect the emotional state of a first-time home buyer when he is making one of the biggest decisions of his lifetime. The creative team at O&M Mumbai, led by Piyush Pandey, got the brief perfectly and have moulded the idea that on one hand epitomises the first time home buyers' hesitation and emotional state, while on the other hand addresses how our brand adds value to overcome a buyer's fears through a combination of technology solutions and human touch.”
The portal seeks to expand its awareness and reach across the country through an interesting marketing mix which involves a multi-crore TV campaign, across all popular national and regional channels, supplemented by a digital marketing campaign to amplify the message.
The TVC:
Credits:
Agency: Ogilvy & Mather
Creative Director: Piyush Pandey
Creative Team: Azazul Haque & Mahesh Gharat
Account Management: B. Ramanathan, Mithil Patel, Ashlyn Rego
Films: Porus Kharegat
Production House: Good Morning
Director: Shashanka Chaturvedi
Producer: Robin D'Cruz
Executive Producer: Vikram Kalra
Cinematography: Jason West
Underwater DOP: Sugin Mamai
Music : Faizan Hussain
Editor: Shashanka Chaturvedi
International Line Production: Freeland Films
Producer (Bangkok): Prisana (Maew) Trachai
DA/2nd AD: Swati Vishnoi
Casting Director: Amita Sehgal
Voiceover : Arif Zakaria