We have seen a plethora of brands rope in celebrities for campaigns on Twitter, but very rarely are they used the right way. Instead of the brand messaging being integrated into the celebrity’s personal tonality, we often see the celebrity change their tonality to suit the brand’s messaging. This never works.
Housing.com’s latest campaign leveraged Rajkumar Rao, Manoj Bajpayee and Rishabh Pant among others in a carefully crafted masterpiece. It was almost like a movie script unfolding on Twitter and Instagram.
So, here’s the plot.
Manoj Bajpayee wants to sell a house, and Rajkumar Rao wants to buy a house.
Pankaj Tripathi chimed in with one of the most meme-worthy dialogues of 2020
This single comment for 2397 likes, and caught everyone’s attention. Suddenly everyone was talking about Manoj Bajpayee’s hunt for a buyer.
Not just Twitter personalities, but even legit media houses started talking about Manoj Bajpayee’s and Rajkumar Rao’s respective situation. The tension was boiling.
The stage had been set for the brand to come in and save the day. But this was about the time when Rishabh Pant also played a historic inning in Gabba. So why let a great opportunity go away.
Enter Rishabh Pant.
Just like his spider-man-like web in Gabba, this single tweet caught everyone’s attention. Lo and behold, ‘Gurgaon’ was trending on Twitter!
Irfan Pathan joined the conversation too
Popular media houses across the country also covered the wicket-keeper’s plight.
While all of this happening, the parallel story line of Manoj Bajpayee and Rajkumar Rao was getting tense.
It was about time for the leading actor to step in and provide a solution, but with the help of a few others.
In fact brands like MagicBricks and NoBroker also got in on the act, responding to the tweet with a proposition of their own.
And the puzzle pieces finally started fitting together.
To sum it up, it was a very fresh approach to a brand campaign by the brand. Housing.com not only conceptualised a fun campaign which was not done before, but also executed it to perfection, with all pieces falling in its place. We like!