- Positioning Housing.com as a superior offering by showcasing smart search technology that puts home buyers in control of their home search process
National, December 6th 2018: Housing.com, India’s most innovative real estate platform, will launch its new TV campaign “Ghar dhoondhna koi inse seekhe” starring Vicky Kaushal and Kiara Advani on 7th December, 2018. Showcasing Housing.com's Smart Search Technology, the communication will target the millennial home-seeker 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 is being 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 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% and we have already achieved a growth of 95% y-o-y in H1FY19. Our listings on the platform in H1FY19, have shown a robust growth of 90%. 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 reflects 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’re also showing the world the new way to choose a house. That’s why we say, “Ghar dhoondna koi inse seekhe.
Link to the TVC: https://youtu.be/
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
About Elara Technologies Pte. Ltd.
Elara Technologies Pte. Ltd is a Singapore-based technology services company and is the owner of Housing.com, PropTiger.com
Founded in 2012, Housing.com is India’s most innovative real estate advertising platform for developers, real estate brokers & home owners and for consumers searching to buy and rent homes. The company offers the largest selection of verified listings in India through a trained team of data collectors, analysts and auditors. The one-of-a-kind Data Sciences Lab at Housing.com analyses a significant body of information to allow buyers and sellers to make intelligent decisions.
PropTiger.com is India’s leading digital real estate advisory firm offering a one-stop platform for buying residential real estate. Founded in 2011 with the goal to help people buy their dream homes, PropTiger.com leverages the power of information and the organisation’s deep-rooted understanding of the real estate sector to bring simplicity, transparency and trust in the home buying process.
PropTiger.com helps home-buyers through the entire home-buying process through a mix of technology-enabled tools as well as on-ground support. The company offers researched information about various localities and properties and provides guidance on matters pertaining to legal paperwork and loan assistance to successfully fulfil a transaction. Since inception, the PropTiger.com team has facilitated the sales of close to 25,000 homes worth nearly US$2.2 billion.
Makaan.com was acquired by Elara in May 2015, with a vision to establish a true "marketplace" in real estate. With consumer ratings on more than 30,000 sellers, credible listings data and real-time intelligence on property search, makaan.com has quickly emerged as the preferred partner for consumers looking to rent, buy or sell a home. With its unique post-paid advertising fees model and value proposition of no upfront fees for sellers, makaan.com has grown to have more than 45,000 active sellers with over 15000 active brokers in a short span of time. makaan.com offers its online consumers the maximum property options and has become one of the largest advertising platforms in online real estate in India with 1 million residential properties listed across the country.
Makaan.com was recently selected as a runner up in the Most Innovative Platform category at a global event in the ICMA event held at Vienna, Austria.
☺❤ chia sẻ ủng hộ admin ❤☺
0 comments :
Post a Comment