Housing.com announced the launch of its latest TV and digital advertising campaign, ‘Parr...se Perfect’.
In its quest to simplify the home-buying, renting and selling journey, with this new campaign, the company acknowledges the fact that home buyers/renters or homeowners could end up not making a final decision to rent, buy or sell for reasons that could be very idiosyncratic and personal.
Housing.com encourages consumers to keep searching until they find their perfect choice of home or tenant/buyer, with the company providing the maximum options on its online platform to facilitate that search.
Featuring various artists, the Housing.com ad campaign showcases the real estate company’s basic principle of providing the maximum choices for homebuyers, owners, and tenants, with a clever word-play on the Hindi word Parr (which means “but”, referring to the many doubts that arise in the minds of anyone dealing with the question of property sale and purchase) in its slogan ‘Parr… se Perfect’.
Witty, humorous, and pithy, each ad film represents modern-day people, with their new-age requirements and expectations, and how the real estate company is committed to accommodating any expectation they might have from their ideal home.
“We are really excited about our new ad campaign that captures the ethos on which Housing.com has been built - to facilitate the search and discovery for everyone till they find their perfect home. Our brand aspires to be a part of the consumer's journey and provide them with maximum options so that they don’t have to settle for anything less than perfect,” said Dhruv Agarwala, Group CEO, Housing.com, PropTiger.com and Makaan.com.
Snehil Gautam, Chief Growth and Marketing Officer, Housing.com, PropTiger.com, and Makaan.com, elaborated, “Through our brand-new ad campaign, we plan to send across a message to our audience that it is okay to have doubts when it comes to buying, selling or renting a home. We all have doubts and we shouldn’t bury them. At Housing.com we are celebrating even the smallest of doubts as we are committed to providing maximum property options to home seekers and maximum customers to sellers and landlords.
A 360-degree campaign, by Housing.com, will help the company leverage high-impact TV, digital, and OTT platforms to grab more eyeballs with a blended media strategy.
Targeted to reach over 100 million impressions, the series of four ads have been created by advertising company McCann Worldgroup, said Housing.com in a statement.
The ads will be featured across live cricket and prime-time programmes on TV including the T20 World Cup, Asia Cup, India Vs Australia series, the Kapil Sharma Show, Kaun Banega Crorepati, Khatron ke Khiladi, Indian Idol, Superstar Singer and Jhalak Dikhla Jaa, the campaign will also leverage social media for a multiplier effect.
In the first film, the landlord’s wife was absolutely sure about the tenants, till the moment she suspects a faint possibility of trouble brewing in the future. She doesn’t want to take any chances whatsoever.
The first ad:
The next film in the series is about a house-hunting couple, who stumble upon the house of their dreams. Everything is exactly to their liking until the husband spots a small issue.
The second ad:
Now when you look for a house, the people in the neighbourhood surely matter. So this next film in the series has a couple who find something peculiar about the people in this absolutely stunning society.
The third ad:
As youngsters looking for a place, freedom to have a good time takes priority over everything. This story is about two such Delhi boys who have found the place that’s just right until someone comes knocking.
The fourth ad:
Client: Housing.com represented by Snehil Gautam, Rahul Ralhan, Prakhar Gupta and Shweta Nigam
Agency: McCann Worldgroup
ECD: Souvik Datta
Creative: Ashish Nath, Nikhil George, Pallavi Kumar, Subhashish Datta, Masoom Raza
Account Management: Aditya Gupta, Sourav Barua, Rohit Jaiswal
Strategic Planning: Anirban Roy
Films Head: Jeet Kalra
Production House: Breathless Films