The House of Abhinandan Lodha (HoABL), the largest branded land developer in India, has just announced their brand campaign ‘No Drama’ starring the talented duo of Boman Irani and Aparshakti Khurana. The campaign launches six short, entertaining videos which debunk the six different hurdles that keep the Indian buyer away from purchasing a piece of property.
Historically, purchasing property in India involved several matters such as unconfirmed titles, encroachment, legal procedures, lack of transparency, and lack of convenience in purchasing property in general. The play “No Drama’’ by The House of Abhinandan Lodha takes all these matters associated with land investment and presents them in simple stories that focus on how HoABL has made property purchasing transparent, convenient, and secure via a smooth technological experience.
Every ad in the campaign is linked to a genuine and deeply ingrained consumer worry related to the purchase of land, which might be the lack of transparency in tangible assets, uncertainties related to location, confusion in the process of purchase, securing the tangible land from being occupied or the high entry barrier posed by high ticket sizes. The storyline would then go on to explain how HoABL remedies these worries in a manner that is effortless and digital, highly transparent with constant project and ownership updates, depicts land as a long-term investment, and provides multiple ticket sizes that make land ownership easy.
Speaking on the campaign, Saurabh Jain, Chief Marketing Officer, The House of Abhinandan Lodha, said that the brand’s message of democratization of land ownership has always brought to the fore the shared concerns that prospective buyers have. This ranges from clarity and documentation to safety, trust, and transparency, that have for long acted as disincentives for people to ever consider land as an investment option. With the No Drama campaign, HoABL sought to package all these issues in an easy and entertaining and therefore, culturally resonant way. As Jain stated that land investment stories for long have been synonymous with drama, issues, and uncertainties in India. But thanks to the land investment options offered by HoABL, that are technology-driven and completely transparent, all that is being altered. The No Drama campaign brings out all that. Boman Irani and Aparshakti Khurana have added their own touch to the campaign through their lighter and humorous rendering.
Boman Irani said that the freshness in HoABL's approach was something very refreshing, especially on their end-to-end digital platform which truly has made land investment seamless and painless. The campaign does a great job of marrying humor with clarity, making a process usually quite daunting seem much more accessible. I appreciate associating with a brand that solves real-time consumer pain points.
Similar sentiments had been echoed by Aparshakti Khurana, who stated that “the fact that people are buying land has always been an iconic moment, but what’s also significant here is that people from a relatively younger generation are stepping into the investment segment much earlier than before. According to him, millennials and generation Z are “concerning themselves with building stability and building wealth for the next generation much earlier than what has been considered before.” Khurana stated that HoABL’s “confidence to answer many unanswered questions someone might have before buying land, and then their entire ecosystem online,” complements “the way people from that generation want to make investment decisions.” Khurana found it “meaningful that this brand is innovating in a space that's so traditional but also enabling this generation to build something truly valuable.
Watch the full “No Drama” campaign here.
.png)