Real estate platform Housing.com has launched a new TV campaign ‘Ghar dhoondhna koi inse seekhe’ starring Vicky Kaushal and Kiara Advani, targeting the millennial home-seeker in major cities of India.
Showcasing Housing.com's smart search technology, the campaign will be amplified across TV, print, digital, radio, cinema, DTH and outdoor media. The total spend across platforms will be around Rs 35 crore with a major thrust on television followed by digital.
The campaign draws insight from a consumer behaviour study conducted by Housing.com, wherein the trend shows that women participate in equal measure during home search and in fact are found to be more diligent, rational and practical in their approach than men.
This campaign is being launched to celebrate the increasing participation of women in the home-buying journey and at the same time to showcase Housing.com's smart search technology that enables users to find their dream home by providing in-depth information in a structured and effortless manner. It helps users to quickly and efficiently compare price trends by locality, identify nearby amenities in the neighbourhood such as schools, hospitals, supermarkets and ATMs among others and find customised home listings of their choice be it in the luxury, affordable or ready-to-move-in segments. The campaign has been created around the need for focussed search in a quick and efficient manner.
Conceived by Lowe Lintas, the campaign is built around endearing dynamics between a husband and wife, with the latter playing a critical role in the home-search process. The ad is weaved around a situational comedy involving a couple on what is meant to be a typical morning. The narrative evolves into a pleasant surprise in the end with the man doffing his hat to his wife — Ghar dhoondhna koi inse seekhe.
Snehil Gautam, Head of Marketing, Housing.com, said, “As a technology leader, we always strive to create an unmatched experience for our customers through our robust tech platform. Our new campaign ‘Ghar dhoondhna koi inse seekhe’ is based on a simple yet endearing creative coupled with captivating music, which will resonate well with our audience across segments. The viewers would somewhere see their own reflection in the protagonists during their home-search journey. The campaign also includes creatives that explain the smart search features being introduced.”
Mani Rangarajan, CBO, Housing.com, said, “We have been very focused on business and our numbers reflect the same. Our revenue y-o-y in FY18 grew at 125% and we have already achieved a growth of 95% y-o-y in H1FY19. Our listings on the platform in H1FY19 have shown a robust growth of 90%. The brand campaign will further reinforce our promise of delivering unparalleled value to our partners and customers."
Janmenjoy Mohanty, Regional President, North and East Lowe Lintas, said, “Our first set of commercials for Housing.com reflects an emerging theme born out of the growing financial independence and enhanced digital footprint of women — not only are they key decision makers in the home-buying process, they’re also showing the world the new way to choose a house. That’s why we say, Ghar dhoondna koi inse seekhe.”
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