Tata Value Homes, the pioneers of selling homes online, in association with Digital Law & Kenneth | Saatchi & Saatchi have created magic yet again. This time they have managed to get the nation to go on a ‘home-owning’ spree instead of merely getting them to buy homes online.
Tata Vale Homes was offering consumers 2BHKs by paying just Rs. 6.9 Lakhs, and they could pay the remaining amount when they move in or after 2 years (whichever is earlier). Apart from the exceptional pricing, what made this proposition so unique was that prospective buyers could ‘book’ a home online at just Rs. 30,000 during the offer period, 12th – 14th July.
While the offer was lucrative in itself, it needed strong insight to become a nation-wide phenomenon. Digital L&K | Saatchi & Saatchi peeked into the consumer’s pain points and zeroed in on the one question they had on their minds – “When will it be my time to own a home?”
They created a series of teaser videos that illustrated this problem. These slice of life moments reflected the angst of every Indian home-buyer and acted as the perfect trigger for Tata Value Homes’ proposition, and ended by comforting them that it was now finally their #TimeToOwn.
Ab India ka time aayega!
Ab Chennai ka time aayega!
Commenting on this digital campaign, Anil K Nair, CEO & Managing Partner, Digital Law & Kenneth | Saatchi & Saatchi, said, “These questions aren’t just made up for a campaign. At some point or the other, you and I end up pondering on this inevitable question. Emerging from real life examples, like every Tata Value Homes campaign, even this one is driven by customers. And the numbers back it.”
The offer was revealed on 4th July with the message “Ab sab ka time aayega.” Customers could register to get a token numbers for booking a home. The reveal phase received an overwhelming response; with more than 15000 customer registrations in just 4 days.
During the buying phase, Tata Value Homes empowered the country and instilled a strong sense of pride and confidence through their key message: “Aapka apna ghar, aaj se, abhi se”, making it one of their most successful campaigns ever.
Further commenting on the campaign, Charles Victor, National Creative Director, Digital Law & Kenneth | Saatchi & Saatchi, said, “Sometimes advertising just needs to be real and address a sore point in consumers’ lives. All we really needed to tell them was that we understand what they’re going through and we have something that’s going to take care of this growing worry.”
Speaking about the digital film, Pawan Sarda, Marketing Head, Tata Value Homes said, “The team has always gone back to its customers and created value propositions which drive demand. Digital has been our source to not only recruit NRIs and Tier 2 among others but also to sell homes online. With the company’s endeavour to empower every Indian to own a home, Tata Value Homes along with Digital Law & Kenneth | Saatchi & Saatchi and media agency FCB Ulka ideated and conceptualized a PAN India campaign ‘National Home Owning Day’ an unparalled offering that will fulfil one of the most revered dreams of many Indians to own their home. We would love to continue and create many such value driven campaigns in future with Digital Law & Kenneth | Saatchi & Saatchi.”