Conceptualized by Propaganda India, the real estate platform’s ad focuses on the emotional concept of a home, bolstered by the tagline, ‘yeh ghar sirf ghar nahi, yeh ghar meri jaan hai’
BestMediaInfo Bureau | Delhi | April 12, 2016
Housing.com, a leading online real estate platform in India, has launched its first television campaign in time for the Indian Premier League cricket tournament. Conceptualized by Propaganda India, the television commercial (TVC) focuses on the emotional journey that buying a house involves and pledges that Housing.com would be a trusted partner in the quest.
The campaign’s tagline, ‘yeh ghar sirf ghar nahi, yeh ghar meri jaan hai’ (this house is not just my home, but my heartbeat too) buttresses the emotional quotient of purchasing a dwelling. The TVC is targeted at first-time home buyers, between the age group of 25 years to 40 years. The film unfurls various situations - a new couple in their new home or an aging grandfather in a large joint family living under the same roof - and each situation highlights the emotional bond that occupants have with a house.
The campaign involves an overarching media coverage, targeting a wide spectrum of channels, including general entertainment channels (GECs), sports, news, movies and regional television channels. The campaign will also be amplified across online, social and mobile platforms.
Housing.com was founded in 2012 and already has 1.7 million verified homes listed on it, with an active user experience. The company professes to be a technologically innovative real estate platform, with a larger vision to bring more transparency, efficiency and trust across the domain of real estate in India.
Nikhil Rungta, CMO, Housing.com, said, “We understand buying a home is an extremely emotional decision for each one of us and a decision that often stays with us over generations. We have tried to showcase some of those special and unforgettable moments, through this TVC. Housing.com has always gone that extra mile to transform home buying from a stressful process, to one full of ease. We believe that with this ad, our liaison with the TG will get stronger, confirming our commitment to being the most trusted platform to buy and sell homes in the country.”
The company has revised its branding to reinforce its presence as a leading technology company in the real estate sector. Rungta said, “The addition of ‘.com’ will help discern the difference between Housing.com from the generic word ‘Housing’ and enable consumers to know that we are the ideal platform for them to find their perfect home online. The new logo is symbolic of our business principles of transparency, value and simplicity of use.”
Priya Jayaraman, Co-Founder and Business Director, Propaganda India, said “Home ownership is a feeling of pride, something that shapes our lives. Homes play a central role to each one of us growing up, there's a lot of heart and soul one puts into it while looking for one. ‘Yeh Ghar Meri Jaan Hai’ captures that emotion and a brand like Housing.com actually has made this journey as much theirs. As an enabler brand, it is the power of being part of this customer journey, of a life decision, that has made this campaign.”
Client – Housing.com
Agency – Propaganda India
Director- Vasan Bala,
Producer- Prafull Sharma
Cinematographer- Avinash Arun