IndiaProperty.com has announced its new identity and a renewed commitment to its customers. Founded on the core promise of ‘We get you Home’, signifying the journey that IndiaProperty.com takes along with home buyers to help them get to their dream home. The brand is also launching a 360 degree marketing campaign to communicate the proposition. Property search is a high involvement and complex decision. The TVC captures the psyche of a first-time home buyer, the fears, anxiety and the struggle they go through when they enter the home search maze and the role IndiaPropety.com plays in helping them reach their destination.
The proposition is highlighted metaphorically in the new television commercial which empathises with a first time home buyer drowning into the unknown world of home search. But with unbiased and focused guidance overcomes the hurdles and gets to his destination (home).
You can watch the TVC here
Ganesh Vasudevan, CEO IndiaProperty.com said, “We are very excited to announce our new brand identity, reflecting our promise of hand holding the user end to end in the home buying journey. For the campaign, we wanted to reflect the emotional state of a first time home buyer when he is making one of the biggest decisions of his lifetime. The creative team at O&M Mumbai led by Piyush Pandey got the brief perfectly and have moulded the idea that on one hand epitomises the first time home buyers hesitation and emotional state, while on the other hand addresses how our brand adds value to overcome a buyer’s fears through a combination of Technology solutions and Human touch.”
Piyush Pandey, Executive Chairman & Creative Director O&M, India and South Asia said, “Buying a property is life’s biggest and toughest decision. Fear, anxiety, lack of clarity and trust are the emotions a property buyer goes through. They desperately seek assurance. The challenge was to think of a story, an idea that encapsulates this feeling best and is unique. The metaphor of a kid who is jumping into the pool as he doesn’t know swimming portrayed the emotions of the first time property buyer beautifully.”
IndiaProperty.com seeks to expand its awareness and reach across the country and towards this the marketing mix involves a multi-crore Television campaign across all popular national and regional channels supplemented very effectively by a Digital marketing campaign to amplify the message.