With Disney+ Hotstar, we are driving impact in key metrics: Rahul Ralhan, Housing.com

Given the growing popularity of online home buying and renting portals in recent years, what is Housing.com’s marketing strategy to stay relevant to today’s digital-first audiences?   

As leaders in the prop-tech category, we believe that both the real estate market and the industry as a whole are on the brink of a significant shift. To position ourselves for success, we've adopted a two-fold strategy: first, to increase awareness, and second, to build a strong brand preference by addressing consumers' key pain points throughout their home buying, renting, and selling journey. We prioritize customer obsession in all of our marketing initiatives, striving to provide an unparalleled experience and support for customers throughout their entire search and discovery process. 

Your recent campaign, ‘Parr… se perfect’ takes a comic spin on the struggles every home seeker goes through. What was the insight behind this campaign? 

In our category, consumer involvement is typically high, which means that at every stage of the home-buying, renting, and selling process, customers are often bombarded with doubts, questions, and reservations. At Housing.com, we understand and empathize with this skepticism. We strive to be a supportive and integral part of our customers' journey, offering a vast array of options so that they never have to settle for anything less than perfect. We welcome and celebrate every question or concern that our customers may have and are committed to providing the widest possible selection of properties for home seekers. At the same time, we're creating the largest pool of potential customers for property sellers and landlords. 

What’s your media strategy to reach your audience pool?

Our media approach is omnichannel, ensuring maximum reach with optimal frequency and impact. We achieve this through a healthy and efficient blend of digital touchpoints, with a particular focus on Over-The-Top (OTT) media and its ConnectedTV offerings. The home entertainment sector is rapidly evolving, and CTV adoption and growth have played a significant role in this change. To reach our audience effectively, we have shifted our marketing efforts towards CTV campaigns. Additionally, social media is a crucial component of our media mix. 

Can you elaborate on your OTT and CTV campaigns since you mentioned shifting advertising budgets there? 

Housing.com targets tech-savvy and affluent urban residents seeking to buy, rent, or sell homes. As a brand focused on serving online audiences, we strive to be present where our customers spend most of their time. Our research into media consumption has revealed a significant increase in time spent on over-the-top (OTT) platforms, particularly with the rise of ConnectedTV in households. To reach our audience effectively, we have invested heavily in this medium. Specifically, we regularly run CTV campaigns during live cricket events on Disney+ Hotstar. These campaigns have helped us achieve widespread brand awareness. In fact, we recently partnered with Disney+ Hotstar's CTV offering during the men's T20 World Cup in October 2022. 

You mentioned a recent campaign that you did during the T20 World Cup on Disney+ Hotstar. Can you tell us a little bit about this campaign? 

There’s no exaggeration in saying that the passion for cricket in India is unmatched, and Disney+ Hotstar's supremacy in live sports streaming is unparalleled. Add to this, their CTV targeting, which enables advertisers like us to reach our core audience at scale. We have been consistently leveraging Disney+ Hotstar's CTV offering across live cricket for the past two years now, including marquee tournaments such as the T20 World Cup 2022, Asia Cup 2022, as well as all the bilaterals in 2022. 

How has a consistent presence on Disney+ Hotstar helped housing.com reach its marketing goals?

Being consistently present during all major cricketing events enabled us to drive significant impact across key brand metrics like awareness, consideration, and brand preference. Since our audience's behavior is highly responsive to media exposure, our consistent association with Disney+ Hotstar has helped us maintain brand saliency throughout the year. 

Lastly, what’s next for Housing.com and Disney+ Hotstar’s partnership?

We are looking forward to continuing our association with Disney+ Hotstar on live cricket. This year is even more exciting, as India is hosting the upcoming ODI World Cup in October. 

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