Birla Estates, the real estate arm of the Aditya Birla Group has rolled out a campaign, ‘Real Advice’, that aims to raise awareness and empower home-buyers to make informed decisions while buying property.

Featuring Vicky Kaushal, the campaign conceptualised in-house comprises a series of short films that address common challenges and questions that people encounter when setting out to buy a home or property. 

The film showcases the actor delving into the significance of ‘plot twists’ in both reel life and real estate. While plot twists maybe welcome in scripts, it is not the case when it comes to buying real estate, Kaushal points out. He goes on to shed light on the various ways that a 'plot twist' can occur while purchasing a property, 

What we think about it: The campaign works as it seeks to simplify the process of purchasing a property by offering relatable and practical tips to those who find it intimidating. The film, with its play on words, promotes understanding and clarity on real estate - a space that’s normally associated with complicated jargon. 

K T Jithendran, managing director and chief executive officer, Birla Estates, said, "At Birla Estates, our core values are built on a customer-first approach, where transparency, trust, and integrity are paramount. This campaign reflects our commitment to these principles, aiming to empower our customers with the knowledge they need to make informed decisions. As the real estate sector continues to thrive, with more and more people investing in their dream homes, initiatives like 'Real Advice with Vicky Kaushal' play a crucial role ensuring that buyers feel well-supported and informed throughout their journey.”

Anitha Krishnan, head – marketing, Birla Estates, added, "The intent of the ‘Real Advice' campaign, is to empower the consumer with the power of knowledge and information. We intent to do this with a holistic approach through microsite with  blogs, podcasts, chatbot, as well as the films. We’ve created a seamless ecosystem where real estate knowledge is always within reach and the intent is to keep evolving this. This initiative not only reflects our customer-first approach but also introduces a fresh way to engage with the evolving world of real estate.”

The first film was released on YouTube on 21 August while the second film was rolled out on 29 August.