Housing.com has announced the launch of its latest brand campaign targeting upcoming festive season, continuing its campaign Parr.. se Perfect. In the maiden avatar of Parr.. se perfect campaign in the year 2022, the campaign proved to be a mega success, winning the company critical appreciation for the unique portrayal of the decision-making pressure a buyer/seller/landlord/tenant faces, through a series of four ad films.
Now, the campaign’s evolution continues with 4 new ads centered around the needs of property owners and the difficulties they encounter while seeking genuine buyers or tenants. With a view to handhold landlords and sellers during highly complex decision-making time, Housing.com has launched the new Housing Assist service that is designed to eliminate challenges faced by this segment by providing verified, price-matched and ready buyers and tenants, making the process hassle-free for property owners.
Using Housing’s signature style of wit, humour and impactful delivery of a serious message through real-life-like occurrences, the 4 new ad films portray how daunting it can be for a property owner and a landlord to find the perfect fit in the sea of buyers and tenants, most of whom are a perfect mismatch.
Two of these concise yet impactful ad films portray the challenging and time-consuming ordeals faced by landlords. In one, an individual pretends to be a prospective tenant, covertly using the toilet, while the other features an Instagram influencer who masquerades as a tenant for a video reel. Both narratives revolve around the agonising experiences of landlords dealing with fake enquiries. The remaining two ad films, Bachelor Pad and Implants for Home Seller, shed light on the prevalent issue of price disparity and passive enquiries that sellers routinely encounter. These films effectively underscore the common challenges faced by landlords and sellers in the real estate market.
Targeted to have a reach of over 100 million, the new ad films have been created by McCann World group. The REA India-owned company plans to spend upwards of Rs 40 crore on marketing for the next 12 months.
For this 360-degree campaign, the Gurgaon-headquartered company plans to leverage high-impact TV, digital and OTT platforms to grab more eyeballs with a blended media strategy. To meet the target audience, the company will run the 4-part series during major sporting events like Live cricket and popular TV shows such as The Kapil Sharma Show, Kaun Banega Crorepati, Khatron Ke Khiladi, Indian Idol, etc.
“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 ground breaking 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,” says 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,” says Snehil Gautam, chief growth and marketing officer, Housing.com, PropTiger.com, and Makaan.com.
Earlier ad campaigns of Housing.com include Yahaan Search Khatam Karo featuring Bollywood stars Manoj Bajpayee and Rajkummar Rao (in 2021), and Ghar Dhoondhna Koi Inse Seekhe’, starring Vicky Kaushal and Kiara Advani (in 2018).
Brief and Links of new videos:
Ad 1 – Bachelor pad
This ad features a homeowner facing the challenge of selling his house to a “soon-to-be bachelor” who is in the middle of a divorce battle and is not ready to buy the house now to avoid a costly settlement.
Link – https://www.youtube.com/watch?v=FC660WVPp2I.
Ad 2 – All types of implants
This ad shows the challenge of a homeowner dealing with a surgeon who wants to buy the house at half the price and offset the other half with unwanted offers.
Link – https://www.youtube.com/watch?v=_m_SEDblm1o
Ad 3 – Toilet
This ad features a landlord facing the challenge of a fake tenant using the property for just a leak!
Link – https://www.youtube.com/watch?v=zr4wpbNQRCI
Ad 4 – Insta influencer
This ad features a landlady facing the challenge of an influencer pretending to be a potential tenant only to use a nice property to make content.
Link – https://www.youtube.com/watch?v=sRiNE8PYakI
Client: Snehil Gautam, Rahul Ralhan, and Prakhar Gupta
Agency: McCann Worldgroup
Creative: Souvik Dutta, Ashish Nath
Account Management: Aditya Gupta, Sourav Barua
Director Shirish Daiya
Production House: Jamic Films