New brand campaign combines powerful video and visual content
RoofandFloor, India’s first homebuyer-centric real estate portal, launched a new digital campaign early this month. Titled ‘Real in Realty’, the campaign emphasises the company’s brand values of ‘trust’ and ‘transparency’.
“Our new brand campaign focuses on the messaging that is crucial to us in our journey to become India’s most-trusted real estate portal. We want to simplify the process of buying a home and reduce the stress that comes along with it. Forget being spammed. Forget the undue stress of visiting 100 properties with dubious credentials. We believe in making home buying a fun experience- with the information you can rely on,” said Gowri Shankar, CEO and Co-Founder of RoofandFloor.
Gowri says that RoofandFloor’s themes of trust and transparency have resonated with the Indian homebuyer, as evidenced by the enthusiastic response to the recent Great Indian Home Sale.
India’s first long-video format
In ‘Real in Realty’, a young couple is shown worrying about the prospects of buying a home. Typically real estate ads can be misleading, leading to a waste of time and energy. In the video, the tension and stress of not finding what they want eat away at the young couple, and it’s no longer about buying a ‘dream’ home, but a stress-ridden experience where they end up relying on false promises. Then, they discover the ease of searching for projects on RoofandFloor’s website, shortlisting their favourite ones, and marking for site visits the ones they want to explore.
It’s now a completely different world – one where online seamlessly merges with the offline, visualising the future of real estate in India. The digital campaign concept was conceptualised by O&M, which had earlier worked on the Stay Ahead of Times campaign.
JustPushPlay, a young start-up firm, created the script and produced the video, focusing on portraying the stress in buying a home and the eventual resolution of it.
As part of The Hindu Group, RoofandFloor’s values too focus on integrity and reliability. This digital campaign is part of RoofandFloor’s commitment to changing the way India buys homes.
Ram and Sunanya, today, are proud owners of a beautiful home in Mumbai. A home that they had dreamt of, a home that they want to spend their entire life in. They tried RoofandFloor and are happy about their decision. What about you?
