NoBroker.com's first TVC eliminates brokers from property supply chain
Conceptualised by Circus Elephants, the ad highlights the real estate portal's brand proposition of leveraging cutting-edge technology to eliminate middlemen and make it hassle-free for home owners to put their properties up for rent/sale
With an aim to give a strong push to increase its operational scale and market penetration, real estate portal NoBroker.com has launched of its first-ever TVC.
The 20-second ad highlights the real estate portal’s differentiated brand proposition of leveraging cutting-edge technology to eliminate brokers and middlemen from the property supply chain, and make it extremely easy and hassle-free for home owners to put their properties up for rent/sale.
The TVC targets home owners, a large percentage of whom are not very active online. That’s why TV has been chosen as a medium, especially using the vernacular channels in the cities they operate in, to reach these home owners effectively and at a low cost.
The video starts with a property owner talking about the hassles of enlisting a property with a traditional broker before going on to explain how NoBroker.com can address these challenges and make property discovery extremely convenient and hassle-free.
The video was conceptualised and created by Circus Elephants, a 360-degree digital content agency specialising in creative content development and social media. Actor Shishir Sharma has been chosen to build credibility and trust for the owners who can relate more to a familiar face. The TVC will be launched in Mumbai, Pune, Bengaluru and Chennai. It will be delivered through regional news, movies and general entertainment channels to its target audiences.
Saurabh Garg, Co-founder, NoBroker.com, said, “The main concern of any home owner, anywhere in the world, is the discoverability of their property in the fastest time possible with the least inconvenience. This is why home owners tie up with property brokers – to improve discoverability, to enable swift discovery and to minimise hassles. But given the broken traditional property discovery chain, they end up inconvenienced anyway, despite paying brokerage at premium rates. This is the market gap that NoBroker.com is addressing through its proprietary technology and tech-driven approach. With this TVC, we are highlighting our novel proposition to raise brand awareness across multiple geographies and to get more home owners to choose NoBroker.com for renting out their homes faster and without paying any brokerage.”
Siva Prasad, Director, Marketing, NoBroker.com, added, “What NoBroker.com is doing is extremely disruptive and straightforward at the same time. By leveraging technology to remove the middlemen from the discovery process, the platform is connecting home seekers with property owners more seamlessly and efficiently. It is this simplicity and efficiency that we wanted to communicate through the TVC. We are confident that the target audiences will gain a better understanding of the superlative benefits NoBroker.com enables through the TV ad campaign.”
Durgesh Tanna, Creative Director, Circus Elephants, said, “The services that Nobroker.com offers are simple yet revolutionary. And this being the first set of television communication for the brand, it was critical for the Circus Elephants (CE) Team to get it right. The messaging too had to be crisp yet clear. Thankfully, the insights shared by our client helped us along the way, in coming up with a film that conveyed the core proposition with a definite takeaway, and that too within time constraints. It has been a great experience working with NoBroker.com and Team CE is already geared up for the next challenge.”
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