NoBroker recently launched its latest campaign, ‘The Heroes at Home’, showcasing the app’s offerings for all kinds of property needs, making it a one-stop platform for homebuyers—from buying a house to loan and legal assistance, home interiors, packers and movers, and more. Conceptualised by Nash8, the campaign aims to position NoBroker as the super app for all property needs, empowering property buyers to navigate their real estate journey with ease and become the hero of their own home.
The film showcases how the NoBroker app fulfisls a customer’s end-to-end real estate journey from buying a house to booking all kinds of home services. While buying a house is the first important and difficult aspect of real estate, post purchase too, buyers have to navigate a maze of things including legal verification, home loan process, interiors, renovation, packers and movers and more. Until now, they had to reach out to multiple vendors for all these services which added to their struggle. But this ad campaign shows that all of these tasks and processes can be taken care of with just one app that offers all these services under one roof making every buyer feel empowered and heroic. The ad film revolves around a buyer who has recently bought a home and manages all purchase and post-purchase work with NoBroker’s suite of services at the click of a finger, ultimately feeling like a hero of his home.
The ad film was released across digital platforms like YouTube, Instagram, Facebook, and OTT platforms such as SonyLiv, Hotstar, SunNXT, Samsung TV Plus, and more.
Medianews4u.com caught up with NoBroker Co-Founder and Chief Business Officer Saurabh Garg.
Q. How did the idea for the campaign, ‘The Heroes at Home’ come about. What are the different facets of the campaign?
The idea for the campaign, The Heroes at Home, emerged from the understanding of the numerous challenges consumers face in their real estate journeys. From navigating the complexities of property buying, securing loans, and managing legal documentation to handling interior design and moving logistics, these tasks can often feel overwhelming.
The campaign demonstrates NoBroker as the only app needed to simplify every real estate requirement—whether it’s buying a home, managing legal work, home interiors, securing loans, or packers and moving services—making these challenges feel like achievable victories.
This dynamic, story-driven campaign showcases how NoBroker’s platform seamlessly supports users across all facets of their real estate journey. The ad film portrays a buyer managing every task with ease and efficiency that makes him feel like the hero of his new home. The campaign launched across YouTube, Instagram, Facebook, and OTT platforms like SonyLiv, Hotstar, and SunNXT, ensuring widespread reach and visibility.
Q. Which are the key markets and the TG being targeted? Besides males, are women growing in importance as a TG?
Our key markets are Tier One cities such as DNCR, Mumbai, Pune, Bangalore, Chennai and Hyderabad, where demand is substantial. Our target group includes individuals and families in the 25-45 age bracket.
Women are an increasingly important demographic. Over the past few years, we’ve observed that women are more actively involved in property decision-making.
Q. The campaign has a budget of Rs. 5 Crores. How is NoBroker using tech to limit the wastage of ad monies and what are the parameters upon which a campaign’s budget is decided?
NoBroker relies on analytics to track user engagement, optimise ad targetting, and reduce ad spend wastage. By monitoring data on user interactions across channels, we focus on platforms and ad formats that deliver the highest ROI. We use insights like regional demand, engagement trends, and platform performance to allocate the budget wisely, ensuring maximum impact.
Our campaign budget is based on audience size, engagement metrics, seasonal demands, and platform performance, ensuring that we reach users effectively without exceeding our allocation.
Q. From a marketing and advertising perspective what were the focus areas and goals in 2024 and have these mostly been accomplished as the year is coming to an end?
Our primary goals in 2024 were to position NoBroker as the go-to app for all property needs and to drive the adoption of our complete range of offerings. We focussed on expanding brand awareness, engaging new demographics, and increasing user adoption of our paid services.
Through major campaigns across all our consumer cohorts’ buyers, owners, sellers, tenants and home service seekers, we’ve met key milestones in brand visibility and engagement, and our focus on service integration has laid a strong foundation for future growth.
Q. Between traditional and digital media, what did the omnichannel marketing mix look like in 2024? Did it change compared to last year?
With the growing preference for fast-paced, content-driven consumption and the rise of short-form videos, we focused on creating thumb-stopping, relatable, and engaging content. Platforms like YouTube, Instagram, and OTT channels became central to our strategy, aligning with increased time spent on smartphones and smart TVs to resonate with modern consumers effectively.
Q. Did the ad spend of NoBroker grow this year and did the company market itself throughout the year?
Yes, our ad spending grew as we prioritised year-round campaigns that highlighted our full suite of property services. Our consistent presence across platforms has strengthened brand recall and visibility, especially during peak property seasons and festive periods, solidifying NoBroker as a one-stop solution for all property needs.
Q. The Buyer Campaign done earlier in 2024 was present on sports properties. How effective are sports in reaching the TG?
Sports properties have proven to be effective in connecting with our TG, especially during high-visibility events like the cricket world cup. They allow us to engage with a broad and emotionally connected audience, creating memorable brand moments. With the Buyer Campaign, we experienced strong engagement, confirming sports content as an impactful channel for building awareness and recall.
Q. How does NoBroker approach social media platforms to reach the TG? Are innovative ad formats used?
We adopt a platform-specific approach to social media, utilizing Instagram reels, YouTube shorts, and carousel ads on Facebook to engage users across demographics. By leveraging interactive ad formats, influencer collaborations, and high-quality video content, we capture user interest effectively and provide relatable user experience that showcases NoBroker as the ultimate property companion.
Q. On the outdoor front NoBroker has partnered with cabs and buses in the past. What role does this medium play in terms of boosting visibility?
Our partnerships with autos, cabs and buses provide extensive citywide exposure, reinforcing brand presence in the daily routines of our TG. This approach boosts brand recall and strengthens our positioning as a household name in property services.
