Housing.com plans $7-mn ad spend during this fiscal

Realty portal Housing.com plans to spend up to $7 million on advertisements this fiscal as it looks to strengthen its brand equity, according to a news agency report.

The Softbank-backed company, which on Thursday announced the launch of its first-ever TV campaign, will be releasing a slew of ads on electronic, digital and social media platforms targeting consumers in the age range of 25-40.

“We have just launched the first-ever television ad to strengthen our brand and establish deeper emotional connect with our consumers. We are looking at a marketing spend of USD 5-7 million in 2016-17 for advertisements on TV, digital and social media, “a senior official told the agency.

The report said the first-ever TV campaign would be launched during this IPL. The media outreach will include channels across GECs, Sports, News, Movies and Regional. The campaign will also be amplified across online, social and mobile platforms.

“Housing.com has always gone that extra mile to transform home buying from a stressful process, to one full of ease. We believe that with this ad, our connect with the target group will get stronger, confirming our commitment to being the most trusted platform to buy and sell homes in the country,” the official said.

In January, Japan-based Soft Bank had invested an additional Rs 100 crore in Housing.com to drive the growth of the realty portal.