Why is Housing.com spending 60% of marcom budget in its first-ever IPL spot buys?

With real estate queries shooting up 25% more than pre-covid times, the platform is confident that being visible during IPL will only increase homebuyers' awareness about the brand

e4m by Tasmayee Laha Roy
Updated: Sep 17, 2020 9:21 AM
housing.com IPL

Two months ago,  Housing.com launched its new digital campaign, “Sukoon se Sukoon ko Dhoondo” and followed it up with a TV campaign “Ghar dhoondhna koi inse seekhe” featuring Vicky Kaushal and Kiara Advani. The first edition of the campaign series was likely to reach out to 10 million customers and help them find property from the comforts of their living rooms. With the economy beginning to open up after a long lull, Housing.com wanted their reach to increase manifold before the buying season begins. Enter Indian Premier League 2020.

In their first season of association with the IPL, Housing.com is spending 60% of the annual marketing budget for advertising during the tournament. According to the real estate discovery platform, IPL this season will be bigger than any of its past editions and will guarantee returns to those invested in it.  The brand is looking at being present on screen across most of the matches in the season.

“From the brand perspective, what is interesting is that IPL will start just before the festive season, which brings a lot of business to most of the brands. We are also one of them. Entertainment starved Indian will watch IPL like never before and make the season a massive hit. We are confident of benefiting from the association,” said Snehil Gautam, Head, Growth and Marketing, Housing.com, Makaan.com & PropTiger.com.

The plan is to go big on advertisements both on TV and digital. “For a property like IPL, we will use television more for reach and on for digital, we will go very niche. On digital, we will be targeting an audience who are in the process of buying or renting a house. Every initiative on digital will be targeted,” said Gautam.

In the process of making their platform available in five different languages other than English and Hindi before IPL, Housing.com will focus aggressively on making their communication go as regional as possible.

“Our content will be as per the segment of the users which we will target and it will change as per the audience. So what you see in Bangalore will be very different from what you see in Kolkata or Gurgaon or Noida. While TV will have content in Hindi digital will be customized as per the TG,” Gautam added.

 The brand that has not spent much of their marketing budget in this financial year is going all out for IPL and is counting on returns expected from the season.  

“We track each and every ad spot. We look at everything from traffic increase to app install. We map each and every ad very scientifically and what we have seen in the past is that cricket is one avenue, where we get best ROI. While IPL inventory is very costly compared to other events on television, the ROI which cricket gives to the brand is extremely high as well. You will never get that kind of increase in your brand awareness and app install from any other inventory. We are confident that every ad dollar spent will add to increase in our brand awareness and take the brand to the number one spot in the real estate,” Gautam added.

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