Birla Estates Private Limited (BEPL), a wholly owned subsidiary of Aditya Birla Real Estate Limited, has rolled out the second edition of its category education initiative, ‘Real Advice’, positioning it as a long-term platform rather than a one-off campaign. Branded as ‘Real Advice 2.0’, the initiative is designed to simplify real estate decision-making and build consumer confidence through accessible, verified information.
The campaign reflects Birla Estates’ broader marketing strategy of addressing trust deficits in the real estate category, where complexity, regulatory ambiguity and information asymmetry continue to influence purchase decisions. Rather than focusing on individual projects, ‘Real Advice 2.0’ centres on the category itself, reframing the brand as a guide through the homebuying journey.
The platform is executed through a multi-channel approach, including a dedicated microsite, chatbot, podcast series, social content and digital films. Each element is structured to address different stages of the consumer funnel, from early awareness and education to evaluation and decision-making. This integrated format allows Birla Estates to remain present across touchpoints without pushing transactional messaging.
Following the engagement levels recorded during the first edition last year, the brand has retained Vicky Kaushal as the face of the campaign. Kaushal anchors a series of films that aim to simplify commonly misunderstood aspects of homebuying, including regulatory safeguards, documentation and long-term value considerations. The new films introduce additional voices, with Sufi Motiwala, Kumud Mishra and Parag Tyagi joining the narrative to add varied perspectives and tonal contrast.
Humour is used as a deliberate creative device to reduce intimidation around the category, while ensuring that the information remains factual and relevant. The campaign films are supported by short-form content designed for social platforms, extending reach and encouraging repeat engagement.
As part of the campaign’s knowledge-led positioning, Birla Estates partnered with Anarock to commission a ‘Homebuyer Awareness Survey’. The findings highlighted a significant gap between awareness of RERA as a concept and understanding how it protects homebuyers. These insights have been woven into the campaign narrative, reinforcing the need for credible, easy-to-understand guidance.
The content strategy also includes a podcast series hosted by Raj Shamani, featuring discussions on legal frameworks, design considerations and regulatory themes. The podcast format allows for longer-form conversations, positioning the brand within a space typically dominated by advisors and industry experts rather than developers.
K. T. Jithendran, managing director and CEO, Birla Estates, said the initiative builds on the company’s earlier efforts to foreground transparency. He noted that the second edition takes the conversation forward by offering guidance that supports informed decision-making rather than sales-led persuasion.
From a marketing lens, ‘Real Advice 2.0’ signals a shift towards sustained category stewardship. By investing in education-led content across formats, Birla Estates is attempting to differentiate itself in a crowded market where trust and clarity increasingly influence brand preference.
