launches new multicity ad campaign

10 May,2019

By A Correspondent has launched a multicity ad campaign that underlines the absurdity of paying brokerage in residential real estate. Conceptualised by Ralph&Das, the ad film speaks to the home-owners who have been paying almost a month’s rent as brokerage for very little value addition by brokers. It urges them to list their properties on where they can rent it out for free.


Launched across Mumbai, Pune, Bengaluru, and Chennai, the ad campaign targets homeowners and landlords who consume more TV than online media. The campaign will be aired across English as well as regional news channels along with GECs. It would be amplified through a diverse mix of media such as TV, radio, digital, OOH, and cinema.


Commenting on the latest campaign, Saurabh Garg, co-founder and CBO of said, “The concept and amount of brokerage charged for services in real estate in India is quite absurd. Also, owners are very emotional about their house. Through this ad, we aim to reinstate the fact that the sum of money that anyone is expected to give as brokerage is totally not worth the service. Once the information asymmetry in real estate is solved there is very little value that a broker adds to the house-hunting/renting process. Our commercial speaks to owners to question the justification for this amount. We are targeting owners who are financially smart and understand the logic of why paying brokerage is absurd.”



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