Housing

A brand to catapult India's fastest growing startup

Housing was born out of its founders’ own struggle to find a home. In revolutionising the local real estate market, Housing has grown, in under three years, from a small team in Mumbai to 1,500 employees in 45 cities across India. Housing’s data science labs and innovative product design is attracting the attention of the global tech scene, as well as investors; Softbank has led the $121M investment in the company to date.

After seeing Moving Brands successful partnerships with other global tech businesses, we were invited by Housing to join their mission as their lead creative partner. We have worked side by side for a year to create a brand narrative, identity system and brand language; to define strategic cross-media communications plans; to support the experience design of the app and design and build of the microsite; and to create the launch campaign communication assets that reveal the brand.

Objective

Housing’s founders and leaders were under no misapprehension about the importance of brand, and knew their own wasn’t fit to support their rate of growth, nor did it match their ambition. As CEO Rahul Yadav put it, “We wanted to shake up the world of real estate, so we started by shaking up our brand.”

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Approach

The potential difficulties of time zones, distance and culture were made trivial through a shared understanding of what Housing was trying to build. We got the business, the people, the pace, and from the first workshop, through the monthly working sessions in Mumbai, we have worked to support their success.

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Results

Our partnership – close, candid and intuitive – grew organically to support almost every business unit.

We created launch and product films, provided best practice guidance to bring the brand to life within the app UX and UI, and are currently in the process of creating ATL advertising campaigns, a social media strategy and content.

At launch, there were over 2million views of the journey film within 2 days, and #lookup was trending 6th in India on Twitter.

 

Moving Brands Senior Consultant Minni Lakotieva – strategy lead for the project – said “the essence of their new brand was always there, waiting to be made tangible, and together we’ve articulated it visually and physically. In the true spirit of partnership, we’ve challenged and pushed each other to arrive at a result that’s ‘10x better’.”

In an interview with YourStory, Housing CFO Azeem Zainulbhai explained, “Moving Brands spent a lot of time with us and were able to understand our story. From day one they were interested in us and what we do and we feel it has come out in our new avatar.”

Housing.com merged with real estate portal, PropTiger in January 2016 for over $55 million. PropTiger will retain the Housing.com brand across all touchpoints.

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