IndiaProperty.com has released an ad film that has been conceptualised by Ogilvy and Mather. The film takes a looks into the mind of a first-time home buyer and confronts the fear, anxiety and the struggle buyers go through when they enter the complex landscape of the online home market and how IndiaProperty.com plays the role of the ballast to these scared buyers. The film went on-air on 4 December.
The film begins with a young boy at the edge of a swimming pool. His mind projects all the bad things that can happen to him if he jumps into the pool i.e. drowning and not knowing how deep the pool is. A voice over narrates the fear the young boy is going through. As the films cuts back to reality, the boy puts down his flotation device and looks to an older man for assurance, before diving in. As the events unfold, the voice over draws parallels between the buyer, who is the swimmer and the IndiaProperty.com, the man.
The film ends with a super of the company logo and tagline that reads, “aapko ghar tak pohochaye” (We will drop you home).
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 and creative director Ogilvy and Mather, India and South Asia, added, “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”.
The film will be supported by a 360 degree marketing campaign.
Creative agency: Ogilvy and Mather
Creative director: Piyush Pandey
Creative: Azazul Haque and Mahesh Gharat
Account management: B. Ramanathan, Mithil Patel, Ashlyn Rego
Films: Porus Kharegat
Production house: Good Morning
Director: Shashanka Chaturvedi
Producer: Robin D'Cruz
Editor: Shashanka Chaturvedi