Housing.com has launched a brand campaign for the upcoming festive season.
The campaign comprising four films is a continuation of its ‘Parr.. se Perfect’ campaign from last year, which was the (only) winner in the Real Estate category at the IndIAA Awards 2023.
The work has been conceptualised by McCann Worldgroup.
The current campaign highlights the pain points of house owners looking to sell or rent out their properties. Retaining the cheeky humour route from last year, each film features a house owner dealing with a horribly mismatched prospective buyer or tenant and getting infuriated in the process.
In one of the films, the buyer finds the house perfect, but tells the owner to wait until he turns bachelor again – as he is awaiting his divorce.
A surgeon seeks a barter from the owner for half the cost, offering him all sorts of surgeries instead.
Two of the films spotlight unserious prospects. In one of them, a man pretends to be interested in the house only to use the restroom. In another, a young woman influencer pretends to be a tenant to shoot a video of herself in the house.
The films then present the brand’s new Housing Assist service that is designed to eliminate challenges faced by house owners by providing verified, price-matched and ready buyers and tenants.
The campaign is targeted to have a reach of over 100 million, informed an official statement. The REA India-owned company plans to spend upwards of Rs.40 crore on marketing for the next 12 months, it added.
The 360-degree campaign will leverage TV, digital and OTT platforms. The films will be run during live cricket and TV shows such as The Kapil Sharma Show, Kaun Banega Crorepati, Khatron Ke Khiladi and Indian Idol.
“As the unequivocal leader in India’s digital real estate sector, our prime focus is to consistently elevate the consumer experience. This philosophy drives all our endeavours, and it is what we are delighted to highlight in our groundbreaking new campaign. We are attuned to even the most minute challenges that home owners may encounter during their home selling and/or renting journey, and Housing Assist is our latest solution in addressing those needs. I am immensely pleased to see how our new ad series effortlessly conveys this critical message while cleverly integrating elements of humour,” said Dhruv Agarwala, Group CEO, Housing.com, PropTiger.com, and Makaan.com.
“Property owners often face the intent dilemma, struggling to assess if a potential buyer or tenant is genuinely interested, ready to meet the asking price, and prepared to close the deal soon. Our new campaign playfully illustrates this dilemma and offers a solution in the form of Housing Assist, turning it into a parr..se perfect moment. We have always maintained a humorous tone to our campaigns and these ads will definitely tickle your funny bone. We aim to amplify the ads by promoting it over TV, OTT and digital mediums,” said Snehil Gautam, Chief Growth and Marketing Officer, Housing.com, PropTiger.com, and Makaan.com.
Credits
Client: Snehil Gautam, Rahul Ralhan, Prakhar Gupta
Agency: McCann Worldgroup
Creative: Souvik Dutta, Ashish Nath
Account Management: Aditya Gupta, Sourav Barua
Director (Film): Shirish Daiya
Production House: Jamic Films
Feedback: [email protected]
