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NestAway helps singles find #HomesThatDontDiscriminate

As part of its campaign, NestAway launched a humorous digital campaign followed by a topical strong print campaign inspired by Trump. BestMediaInfo explores what the brand is up to

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NestAway helps singles find #HomesThatDontDiscriminate

NestAway helps singles find #HomesThatDontDiscriminate

As part of its campaign, NestAway launched a humorous digital campaign followed by a topical strong print campaign inspired by Trump. BestMediaInfo explores what the brand is up to

Archit Ambekar | Mumbai | February 1, 2017

HomesThatDontDiscriminate Click on the Image to watch the TVC.

Finding a house on rent can be quite a task, especially if you are a bachelor or a spinster. NestAway, a Bangalore-based online house rental company, was launched with an aim to solve this problem of finding bachelor-friendly homes. The brand is helping singles find homes in Bangalore, Pune, Mumbai, Delhi, Gurgaon, Noida, Ghaziabad and Hyderabad.

Keeping the above idea in mind, the brand launched a campaign earlier this month with a tag-line 'Homes that don't discriminate.' The brand took the responsibility of helping people find a place they can call home in a city, away from theirs. Homes without any bias, judgements or barriers – '#HomesThatDontDiscriminate.'

The latest digital campaign conceptualised by JWT Bangalore has three films. One of them shows two bachelors asking for a rented place from a landlord. The moment the landlord hears 'bachelors,' he imagines them partying in his house and yells, 'Get out!' Adding a little drama, it shows how trying an 'Instawed Kit' could help the bachelors get that home. That's when a voiceover takes over saying – 'Skip the drama, log on to nestaway.com,' as it tells the viewer that their homes are bachelor friendly and don't discriminate.

The digital campaign has been partly done in-house and partly by JWT Bangalore. It is currently on the internet and in cinemas.

Apart from this campaign, the brand also launched a quirky print ad when Trump took charge of White House. The campaign did make a lot of buzz on social media. It read: “It's time to Trump -- biases, discrimination, parochialism, racism, inequalities, homophobia, intolerance, chauvinism, bigotry, sexism…-- Because a White House shouldn't discriminate.” The print campaign also had the brand's logo along with its tag-line, 'Homes that don't discriminate”.

While JWT is its creative agency, the brand recently hired Madison Media Omega as its media agency on record. With Madison Media coming on board, the company is looking at expanding its communication to television as well. Currently the brand uses digital, print ads, out-of-home, cinema, radio ads and activations as means of communication.

Speaking on the print campaign, NestAway's team said, “The ad we released is not a singular event, but the arrowhead of a process that has been set in place, to wage a war on biases and discrimination. This is a world that is being run on the boundless optimism and energy of the migrants. In India, as in America, the Promised Land is peopled by those who come from outside, to enrich the local economic and social environment with their talent and philosophies. But not everybody sees it that way. With increasing urban migration has come increasing pushback from the locals and natives. Biases are finding voice and are being nurtured like weeds on a diet of hate and insecurity about the 'others'. This is how we plan to make the world a more welcoming and beautiful place, one nest at a time.”

Curious to know more about the brand, the sudden topical advertising and more, BestMediaInfo.com caught up with Rishi Dogra, Chief Marketing Officer, NestAway.

Advertising is not actively seen in the home rentals space. The print ad comes after a topical event. Justifying it, Dogra said, “The ad we released is not a singular event, but the arrowhead of a process that has been set in place to wage a war on biases and discrimination. This finds expression through a campaign in mass media, through on-ground activation among migrants, local communities and landlords, and through a very clear policy of only selecting homes that are happy to host people whose very differences will unite our cities into a happy whole. This is how we plan to make the world a more welcoming and beautiful place, one nest at a time.”

A new kid on the block, NestAway believes that there are two aspects to solving the problem of urban migrant housing -- barriers and biases. “We are working towards both these issues and our first campaign (#HomesThatDontDiscriminate) is one of the many steps we have taken in that direction. Using humour, we want to bring this problem to mainstream focus and hope to fuel a dialogue that will eventually help resolve this,” added Dogra.

NestAway's movement against discrimination is already underway, both in brand communication and brand behaviour. While the brand has just begun advertising in this space, it is trying a new take as the early response has been exciting.

What makes NestAway different from its competition is the fact that it focuses on home rentals and aims to provide affordable and high quality living solutions to the young urban migrant. The company solves both problems of an urban migrant – biases and barriers and this is why the brand is in this space. They are not just an information aggregator, the brand stands apart for its services of helping bachelors find a home and help manage one's property.

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2017/02/HomesThatDontDiscriminate.jpg

Credits:

Digital ad:

Agency: JWT Bangalore

Client: NestAway

CCO: Senthil Kumar

ECD: Priya Shivakumar

Senior Creative Director: Antony Sunil and Sameet Ali Soni

Copywriters: Sameet Ali Soni, Vikramjit Chadda and Devika Inca Dutt

Art Director: Antony Sunil

Account Planning: Divya Khanna and Maithili Nair

Account Management: Joy Chauhan, Mahesh Menon, Sushimitha Mohan and Swati Singh

Print ad:

Idea and conceptualisation: Rajesh Ramaswamy

In-house Designer: Kanika Kaul

Creative Copywriters: Sumantra Ray and Tamanna

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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