HoABL Launches ‘No Drama’ Campaign With Boman Irani And Aparshakti Khurana

The House of Abhinandan Lodha (HoABL), India’s largest branded land developer, has launched a new brand campaign titled ‘No Drama’, featuring actors Boman Irani and Aparshakti Khurana. The campaign comprises six short films designed to address the common barriers that have traditionally discouraged Indians from investing in land.

Land ownership in India has long been associated with challenges such as unclear land titles, risks of encroachment, complex legal procedures, extensive paperwork and limited transparency. These issues have often made land buying a stressful and time-consuming process, creating hesitation among potential buyers. HoABL’s ‘No Drama’ campaign seeks to reframe this narrative by presenting land investment as a straightforward and secure experience.

Each film in the campaign focuses on a specific consumer concern linked to land purchases. These include uncertainty around asset transparency, confusion about location credibility, lack of clarity in the buying process, fears related to physical land security and the high financial entry barriers posed by large ticket sizes. The films use light-hearted storytelling to depict these anxieties in everyday contexts, making them relatable to a wide audience.

The narrative in each execution then demonstrates how HoABL addresses these concerns through its technology-led ecosystem. The campaign highlights a seamless digital journey that simplifies the purchase process, offers continuous project and ownership updates, ensures legal clarity and reduces complexity. It positions land as a stable long-term asset while also emphasising flexibility through varied ticket sizes, aimed at making ownership more accessible to a broader segment of buyers.

By using humour and familiar situations, the campaign aims to counter the perception that land investment is inherently complicated or fraught with uncertainty. The presence of Irani and Khurana adds warmth and approachability to the messaging, reinforcing the idea that buying land no longer needs to be an intimidating experience.

Commenting on the campaign, Saurabh Jain, cmo, The House of Abhinandan Lodha, said, “In our relentless pursuit to democratize land, we have consistently seen the same questions and concerns surface among potential land buyers - ranging from legal clarity and paperwork to security, trust and transparency. These barriers have traditionally held people back from considering land as an investment option to create wealth.”

Jain added that the objective of the ‘No Drama’ campaign was to address these challenges in a culturally resonant and relatable manner. He noted that traditional narratives around land investment in India are often marked by anxiety and complexity, and that HoABL’s technology-driven and transparent processes have changed this reality.

Irani shared his perspective on the collaboration, saying, “I find HoABL’s approach quite refreshing. Through its end-to-end digital platform, the brand is transforming land investment into something transparent and drama free. It addresses the pain points people have dealt with for years.” He added that the campaign uses humour and clarity to make a traditionally complex category feel more accessible.

Khurana echoed similar sentiments, highlighting the relevance of the message for younger investors. He said that owning land continues to be an important milestone, but noted that younger generations are now thinking about long-term stability and generational wealth earlier than before. Khurana pointed out that HoABL’s digital ecosystem aligns with how younger audiences prefer to make financial decisions, offering confidence and convenience while addressing common doubts around land buying.

Through ‘No Drama’, HoABL aims to reposition land ownership as a modern, transparent and accessible investment option, using storytelling that reflects changing consumer expectations while simplifying a traditionally complex category.