Real estate platform Housing.com has launched its new TV campaign, ‘Ghar dhoondhna koi inse seekhe’, starring Vicky Kaushal and Kiara Advani on December 7, 2018. Showcasing Housing.com’s smart search technology, the communication aims to target the millennial home seekers in major cities in India. It will be amplified across TV, print, digital, radio, cinema, DTH and outdoor media. The total spend across platforms will be around Rs 35 crores, 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. The study discovered that the involvement of women between the age group of 18 and 34 (millennials) is growing rapidly in property-related decisions. In 2016, women users accounted for 51 per cent of the sessions online, while men accounted for 49 per cent. So far, in 2018, women account for 54 per cent of online sessions on Housing.com and the share of men in this regard has fallen to 46 per cent.
This campaign has been 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 an endearing dynamic between a husband and wife, with the wife 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’.
Commenting on the launch, 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 and 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 per cent and we have already achieved a growth of 95 per cent y-o-y in H1 FY19. Our listings on the platform in H1 FY19, have shown a robust growth of 90 per cent. 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, reflect 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 are also showing the world the new way to choose a house. That’s why we say, ‘Ghar dhoondna koi inse seekhe’.”
Creative Team behind the TVC
Creative Agency: Lowe Lintas, Delhi
Director: Vijay Veermal
Production House: Chrome Pictures Media LLP
Protagonist: Vicky Kaushal and Kiara Advani
Housing News Desk is the news desk of leading online real estate portal, Housing.com. Housing News Desk focuses on a variety of topics such as real estate laws, taxes, current news, property trends, home loans, rentals, décor, green homes, home improvement, etc. The main objective of the news desk, is to cover the real estate sector from the perspective of providing information that is useful to the end-user.
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