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Guest Times launches campaign to highlight irrationality of paying brokerage

Conceptualised by Ralph&Das, the campaign launched in four cities highlights how the platform enables direct interaction between tenants/buyers and homeowners to save time, money and effort

Click on the Image to watch the TVC., the peer-to-peer real estate platform, recently launched a multicity campaign that underlines the absurdity of paying brokerage in residential real estate.  Conceptualised and created by Ralph&Das, the TVC speaks to the home-owners who have been paying almost a month’s rent as brokerage for very little value addition by brokers. It urges them to list their properties on where they can rent it out for free.

The campaign highlights how enables better matchmaking directly between prospective tenants/buyers and homeowners to drive significant savings of time, money, and effort.

Launched across four cities — Mumbai, Pune, Bengaluru, and Chennai — the ad campaign targets homeowners and landlords who consume more TV than online media. The campaign will be aired across English as well as regional news channels along with GECs. It would be amplified through a diverse mix of media such as TV, radio, digital, OOH, and cinema.

Saurabh Garg, Co-Founder and CBO of, said, "The concept and amount of brokerage charged for services in real estate in India is quite absurd. Also, owners are very emotional about their house. Through this ad, we aim to reinstate the fact that the sum of money that anyone is expected to give as brokerage is totally not worth the service. Once the information asymmetry in real estate is solved there is very little value that a broker adds to the house-hunting/renting process. Our commercial speaks to owners to question the justification for this amount. We are targeting owners who are financially smart and understand the logic of why paying brokerage is absurd." 

Leveraging cutting-edge technologies and AI-assisted tools, the platform eliminates brokers from the property search and discovery value chain to facilitate direct connections between property owners and prospective buyers/tenants. The platform has also introduced several unique features to address information asymmetry and to deliver end-to-end real estate solutions to its customers.

The TVCs:



Co-Founder and CBO of Saurabh Garg

Agency: Ralph&Das

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