The Mumbai-based online reality platform Housing.com has launched its first television campaign and it coincides with the ongoing Indian Premier League-season 9. The TVC was released on April 9 and will run for 4-6 weeks. The campaign titled ‘Yeh ghar sirf ghar nahi, Yeh ghar meri jaan hai’ highlights that home buying is an emotional journey, and Housing.com is a trusted partner in this journey.
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Commenting on the marketing budget for the new campaign, Nikhil Rungta, Chief Marketing Officer, Housing.com said, “We have just launched our first ever television ad to strengthen our brand and establish deeper emotional connect with our customers. We are looking at a marketing spend of USD 5-7 million in 2016-17 for advertisements on TV, digital and social media.”
Strategy & concept
The TVC, conceptualised by Propaganda India, is targeted towards the first-time home buyers, between the age group of 25 to 40 years.
Elaborating on the insight behind the campaign, Priya Jayaraman, Co-founder and Business Director, Propaganda India, said “Home ownership is a feeling of pride, something that shapes our lives. Homes play a central role to each one of us growing up, there's a lot of heart and soul one puts into it while looking for one. ‘Yeh Ghar Meri Jaan Hai’ captures that emotion and how Housing.com actually has made this journey as much theirs. As an enabler brand, it is the power of being part of this customer journey, of a life decision, that has made this campaign.”
The intention behind the campaign was also to highlight the refreshed branding of the company.
The media outreach for this new advertisement will include channels across GECs, Sports, News, Movies and Regional. The campaign will also be amplified across online, social and mobile platforms.
Explaining the way forward for such TVC campaigns from Housing.com, Rungta said, “For now, we will closely monitor the response we get on our first TVC, and decide the way forward. This campaign will also be amplified across online, social and mobile platforms. We are creating specific campaigns around these platforms. The idea is to create a consolidated media plan that covers TV and digital channels best suited to our media strategy. Digital remains our key media for performance marketing to drive day to day business goals.”
The company had undertaken a massive rebranding exercise in April 2015 for their campaign ‘LookUp’. According to reports, around Rs 250 crore was spent on digital, print and outdoor as part of the marketing blitzkrieg. The objective of this huge campaign was to introduce the new brand logo and establish the brand appeal strongly. Soon after this, Housing.com came in the middle of severe criticism, with many high profile exists including ex Co-founder Rahul Yadav being unanimously fired by the board.