FCB Ulka Digital and Tata Value Homes unveil ‘One Nation One Price’ proposition

05 Dec,2014

By A Correspondent


Tata Value Homes Ltd. (TVHL) along with FCB Ulka Digital has pioneered the journey of online home booking with Tata Value Homes. Leveraging on the opportunity of festive season and championing the e-commerce route, Tata Value Homes launched the first-ever e-commerce portal for buying homes with a retail pricing proposition of One Nation One Price. So far over 300 homes have been booked within just few days of the launch.


For decades the behaviour and method of buying homes in India has remained the same. Home buying is still a long struggle accentuated by problems such as tedious booking procedures, lack of trust, no transparency, etc.


Keeping these challenges in mind, a year back, FCB Ulka Digital with Tata Value Homes embarked upon this online journey of facilitating house buying. The communication objective during the festive campaign was to reinforce this convenient and innovative method of buying homes online.


To give further impetus to the idea, the team promoted India’s First Real Estate Website for buying homes. This website for the first time ever sold houses across cities such as Mumbai, Bengaluru, Chennai, Ahmedabad and Pune at the same price on the theme – One Nation, One Price.


The campaign received an overwhelming response with thousands of users showing interest in the campaign leading to an online sale of over 300 houses. “Evolution of Indian consumer over the years to embrace the e-commerce platforms has opened up the market for consumers across the globe. With the increasing internet penetration, this new platform builds on the vision of being the largest provider of homes. We believe this will enhance the overall experience of the consumer in completing his online home buying experience”, shared Brotin Banerjee – MD & CEO Tata Housing.


Commenting on the success, Satish Ramachandran, Sr. Vice President of FCB Ulka Digital said, “We have always believed digital can work wonders for brands and this campaign testifies the same. It introduces a whole new behavioral change amongst the customers, thus changing the marketing trend in the real estate segment.”


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