#ChristmasIsRED: HDFC RED's joyous take on Christmas celebrations

Posted by: at 12/30/2016 12:20:00 am

HDFC RED's #ChristmasIsRED campaign was a shade of brilliance this festive season. Easily relatable and creatively vivid, it was wonderfully executed by FruitBowl Digital by bringing together household and Christmas elements.


FruitBowl Digital, a Mumbai-based digital marketing agency recently executed a highly successful social media campaign during Christmas ’16 for the renowned real estate and property solution provider HDFC RED. The campaign called #ChristmasIsRED was a fine example of social media marketing and specifically driving traffic to the brand. With a growing difficulty in finding the right kind of house, emerging online portals are making it easy and quick for the customers. HDFC RED is one such real estate and property solution provider that lets you find your ideal place by offering a wide range of assorted property options.

Objective: As a home search solution provider, HDFC RED brought together the emotion quotient of Christmas and the elements of a house. The festive season was a strong enough idea to bring together these 2 elements and convey the message.


Execution: The idea was carried on through a series of engaging and thought driven Twitter updates. Christmas elements like Decoration balls, Stockings, Christmas trees, Candy canes and gifts were shown in a creative manner, merged with daily objects that we can find in a house i.e. door keys, sofa, door knob, window panes and lock.


The hashtag for the campaign was #ChristmasIsRED in order to relate it to the festival and the brand color and the brand name itself, Red. The brand asked the audience to find their dream home this Christmas and celebrate the joy for the same. The audience instantly connected to the idea because of its topical nature and the campaign found wide acceptance instantly.


Result: The #ChristmasIsRED campaign had a 3000+ profile reach and more than 500% increase in engagement on the brand. Every tweet received a maximum of about 80+ re-tweets.


The campaign ended with a themed greeting update which was creatively crafted to align the brand and the festival. Overall, the campaign was successful in increasing the page following, getting spiked engagement rate, increase in overall impressions rate for the handle and improving the awareness factor for the brand.


It was a valuable lesson on how to leverage your brand’s proposition with a particular festival.


Rohan Gandhi, Digital Media Head, HDFC RED, said, "The idea was to show the festive cheer of Christmas and relate it to household elements. Every creative highlights the essence of celebration by using subtle details that are an integral part of a household.”


Fruitbowl Digital’s Co-Founder, Dedeepya Reddy had a similar take on this. She said, "We wanted to do something creatively radical, something which will stand out on Twitter this festive season. We saw an opportunity to display our creative prowess and went ahead with the idea. The fact that we got such a positive and fruitful outcome for a 2 day campaign only shows the potential of the brand to creatively explore the medium."


About FruitBowl Digital: In 2010, FruitBowl was co-founded by Faisal Amin and Dedeepya Reddy. The company is a creative digital marketing agency of the freshest minds brought together to conjure the most creative effective solutions to all the brand challenges. FruitBowl has successfully served more than 300 accounts which include national giants like Reliance Energy, Mumbai Metro, Adamantino, Hilton, TATA, Vadilal, Zodiac, BMW, Saint Gobain, Sansui, and more. FruitBowl has also won numerous prestigious awards; Gold place for the best digital marketing campaign for CSR category at the Asian consumer engagement forum. Today, FruitBowl is a formidable name in the industry with a strong physical presence in three countries; India, USA and France, 300+ marquee happy clients and award winning campaigns.

#ChristmasIsRED: HDFC RED's joyous take on Christmas celebrations

#ChristmasIsRED: HDFC RED's joyous take on Christmas celebrations

#ChristmasIsRED: HDFC RED's joyous take on Christmas celebrations

#ChristmasIsRED: HDFC RED's joyous take on Christmas celebrations

#ChristmasIsRED: HDFC RED's joyous take on Christmas celebrations

#ChristmasIsRED: HDFC RED's joyous take on Christmas celebrations

Dedeepya Reddy_Co-Founder_FruitBowl Digital
 Dedeepya Reddy_Co-Founder_FruitBowl Digital

fruitbowl-logo
 fruitbowl-logo

HDFC RED_Cover
 HDFC RED_Cover

HDFC Red_Logo
 HDFC Red_Logo

Rohan Gandhi_Digital Media Head_HDFC Red
Rohan Gandhi_Digital Media Head_HDFC Red

HDFC RED - Brand profile 

Founded in 2010, HDFC RED is a digital marketplace for home buyers and developers that aims at addressing issues of congruence that are impacting the demand and supply of the housing industry. A wholly owned subsidiary of HDFC Ltd., the company has strategically built its business model on the Primary Residential Market, which is one of the largest impetus for our economy. There is a right home for every home seeker but the congruence issues make the entire home buying process complicated and tedious. There are various gaps in the ecosystem that increase friction in the process. HDFC RED was founded to fill these gaps by simplifying home buying and accelerating home ownership.


HDFC RED provides solutions to customers otherwise burdened with information overload in a cluttered market. It offers unbiased recommendations, supported by complete and accurate data. With the application of sophisticated technology, the company has been successful in generating over 10 Lac + buyer enquiries till date. The “priority search tool” generates focused results from a pool of 28000+ types of home listed on the platform. HDFC RED has established a wide network by listing properties from 23 cities in India and covering more than 80% of the primary residential market in major cities of the country. Every 15 seconds, HDFC RED is bringing a home seeker closer to their dream home.


HDFC RED also plays the role of a business enabler for developers that helps accelerate and enhance sales and marketing operations by offering technology solutions combined with in-depth understanding of the real estate industry. Digital marketing, promotions, back office support, technology support and enhancing customer experience in the pre-sale stage are some of the offerings for developers.


The company’s core strength – understanding of real estate industry stems from the legacy and leadership of its parent company HDFC, which is a household name in India.


To experience seamless home buying, visit the website www.hdfcred.com and download the app, available on Android  and iOS  platforms.



•HDFC RED is a marketplace for home buyers and developers in an unorganized industry


•The company is looking at organizing the industry by addressing congruence issues (mismatch), that are currently impacting the demand and supply


•HDFC RED is a technology enabled platform. It is investing/using technologies that can streamline the entire process of home buying and home selling


•The company is providing solutions to both stakeholders (buyers and developers) rather than being a mere classified or listing platform


•We are providing unbiased, complete and easily accessible data to home buyers so that they can make informed decisions. Key issues on consumer front that we are addressing: Lack of understanding of home buying process, lack of accurate information, lack of options, lack of trusted guidance.


•We are providing personalized solutions to customers by narrowing down options that best suit their requirement, rather than burdening them with information overload.


•The above mentioned solutions help empower the consumers, who were earlier not well equipped with data or support.


•HDFC RED is a business enabler for developers. We can accelerate and enhance all sales and marketing functions by offering technology solutions combined with in-depth understanding of the real estate industry.


•Functions that we can take up for a developer: digital marketing, promotions, back office support, technology support and enhancing customer experience in the pre-sale stage. 
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