Now Reading: HoABL ties up with Zepto to sell land in ten minutes
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HoABL ties up with Zepto to sell land in ten minutes
The House of Abhinandan Lodha partnered with quick-commerce platform Zepto to let potential customers discover and begin the land-buying process within ten minutes of applying. The campaign, launched during Janmashtami, used billboards…
The House of Abhinandan Lodha partnered with quick-commerce platform Zepto to let potential customers discover and begin the land-buying process within ten minutes of applying. The campaign, launched during Janmashtami, used billboards that broke real-estate advertising conventions and drove users to Zepto's app, where they could explore HoABL's projects through custom landing pages and keyword searches.
CMO Saurabh Jain said the idea was to meet changed consumer expectations for seamless, digital-first services. While buying land still involves standard paperwork and consideration cycles, the partnership aimed to slash discovery friction and expand the top of the funnel. HoABL reported a more than 300% increase in top-of-mind awareness, an 800% rise in spontaneous recall, and over 8,000 leads for its Vrindavan project within a short period.
Indian Opinion Analysis
The House of Abhinandan Lodha's partnership with Zepto targets a stubborn problem in Indian real estate: the gap between interest and action. Land buying is dominated by brokers, cash transactions, and opaque titles, which deters first-time buyers. By placing a discovery funnel inside a quick-commerce app, HoABL is betting that lowering the initial friction will pull in customers who would never visit a site office. The campaign's reported 8000 leads for the Vrindavan project suggest the strategy works, but the real test is conversion: how many of those leads turn into registered sale deeds. If the model scales, it could force other developers to rethink digital acquisition. Watch for HoABL's next quarterly sales disclosure to see if this funnel fills actual bookings.
Source: brandequity.economictimes.indiatimes.com
This story was synthesised by AI from the source linked above.
