About the Brand

The Brief

A Launch That Did Not Just Introduce a Brand. It Reframed an Entire Category.

The brief carried a dual ambition: introduce Hippo Homes to India and shift how India thought about home improvement in the same movement. The brand needed a top-of-mind position in a category long shaped by the perception that renovation was inherently difficult.

The festive season was the strategic window: the period most culturally associated with home renovation and renewal in India, and the most relevant moment for a brand built around simplifying the journey.

Three objectives gave the engagement its shape:

• Position Hippo Homes as the definitive one-stop solution for home construction, renovation, and transformation in India.
• Build robust top-of-mind recall during the festive season, the period most synonymous with home improvement decisions across the country.
• Communicate the brand’s comprehensive offering in a way that felt emotionally resonant and genuinely useful, not just informational.

The Insight

The Complexity Was Real. The Belief That It Was Inevitable Was the Opportunity.

The insight was grounded in a reality most Indian homeowners know: that home construction and renovation are genuinely complex. Managing contractors, sourcing products, and coordinating timelines across a project that is both personal and financially significant is a challenge most people navigate without the support they deserve.

But the insight went deeper. Many homeowners had not just experienced this complexity: they had accepted it as unavoidable. That settled assumption was the creative opening. A brand that could challenge it credibly, with a message that was direct, warm, and rooted in a genuine answer, could claim territory in the category no competitor had yet occupied.

The Challenge

A New Brand. A Deeply Held Belief. The Work Was in Changing Both Simultaneously.

Launching a new brand into a category shaped by long-held assumptions required the campaign to do two things simultaneously: introduce Hippo Homes as a credible destination and shift how potential customers saw the category itself. Three dimensions shaped the thinking.

01. Changing a Belief Before Building a Brand

The assumption that home improvement is inherently complex was not a surface-level perception to work around. It was deeply held and widely shared across the target audience. The campaign needed a narrative strong enough to genuinely displace that assumption, not simply argue against it but replace it with a felt sense of possibility. That required honesty about the real experience first, and a clear, credible solution second.

02. Reaching a Mass Audience at the Peak of Cultural Engagement

Top-of-mind recall in India’s home improvement category demands reach at significant scale, timed precisely to when audiences are most open to the message. The festive season and the Cricket World Cup 2023 presented two of the most powerful cultural windows available. The opportunity was in being present at both, in formats that matched the scale and emotional temperature of the moment.

03. Making Simplicity Feel Earned, Not Assumed

The brand’s promise was simplicity, but the audience’s lived experience was complexity. The creative approach had to acknowledge that real, shared experience with empathy before offering the way through it. A campaign that skipped the acknowledgment and led with the solution would have felt disconnected from the audience it needed to reach. The honest framing was what made the promise land.

The Approach

Four Touchpoints. One Unified Message. A Campaign That Travelled From Outdoor to Prime Time.

The campaign was built across four distinct touchpoints, each carrying the same message at a different scale, in a different format, and for a different moment in the audience’s day.

01. Buzz Creation: Billboards That Sparked Curiosity Before the Story Was Told

We opened the campaign on the street. Strategically placed billboards were designed not to explain but to intrigue, setting the stage for a brand about to enter the home improvement conversation in a way the category had not seen before. By the time the films arrived, the audience already knew something was coming.

02. Film Trilogy: Three Stories. Three Challenges. One Clear Way Through.

Three films, each addressing a specific challenge faced by prospective homeowners, formed the emotional core of the campaign. These were not advertisements in the conventional sense: they were relatable narratives that reflected the real experience of home improvement in India and showed precisely how Hippo Homes changed it. The trilogy format gave the brand depth a single film could not have provided.

03. Celeb Connect: Voices the Audience Already Trusted, Carrying a Message Worth Trusting

The charismatic @namritaas from “Rocky Aur Rani Ki Prem Kahani” and the powerful voice of Vijay Raaz were brought in not as endorsers but as authentic carriers of the campaign’s message. We chose both for the specific quality of trust they held with the target audience, ensuring the brand’s promise of simplicity was delivered by people whose word already carried weight.

04. Prime Time Premiere: The Cricket World Cup as the Campaign’s Largest Stage

Airing on Disney+Hotstar during the Cricket World Cup 2023 placed Hippo Homes in front of India’s most attentive, emotionally invested audience at exactly the moment when attention was highest. The combination of a film trilogy built for engagement and a premium broadcast environment built for scale produced the impression volume and view rates the results confirmed. The timing was not incidental: it was the strategy.

The Campaign Platform

“Ab Ghar Banana Simple Hai.” The Three Words That Held the Whole Campaign Together.

The strategy was built on a problem-solution architecture, and the tagline was where that architecture became something an audience could feel. “Ab Ghar Banana Simple Hai” was direct, warm, and genuinely optimistic: not a feature claim but a declaration that the category’s defining complexity had a solution, and that Hippo Homes was it.

A Message That Met the Audience Where They Already Were

Rather than leading with credentials, the campaign opened with acknowledgment. It named the complexity homeowners already knew, validated it rather than dismissing it, and then offered the way through. That sequence of recognition before resolution was what made the messaging earn trust. Every touchpoint carried this logic: outdoor, film, celebrity, and broadcast all told the same story in their own format.

From Daunting to Delightful: The Emotional Arc the Campaign Was Built Around

The journey the campaign offered was emotional, not just informational. The shift from daunting to delightful described how a homeowner felt about their project, not just what tools they had access to. That emotional transformation was the campaign’s most durable asset, and what the 39% view rate and 75Mn+ impressions ultimately reflected.

The Results

What the Multi-Format Launch Campaign Delivered for Hippo Homes Across India.

Three Numbers. Three Different Dimensions of What the Campaign Earned.

A 39% view rate. 75Mn+ impressions. A completion rate that nearly doubled. Each one telling a different part of the story.

A 39% view rate on YouTube confirms the creative platform worked where it matters most: audience engagement. In an environment where skipping is the default, a 39% view rate means the campaign earned attention rather than interrupting it.

75Mn+ impressions on YouTube and Disney+Hotstar confirms the media strategy delivered the scale the launch required. Being present on India’s largest digital broadcast stage during the Cricket World Cup 2023 gave Hippo Homes visibility at exactly the moment national attention was fully concentrated.

The 75% video view rate increasing from 32% to 42% confirms that depth, not just breadth, was achieved. A significantly larger proportion of viewers stayed longer, and that sustained viewing is the metric that most directly reflects the quality of the creative work produced.

The Foundation That Outlasts the Campaign Window

A Brand Introduced. A Category Reframed. An Asset That Compounds With Every Campaign That Follows.

The most significant outcome is not the impression count. It is the brand foundation built alongside it: a tagline embedded in the category, a creative identity established through a film trilogy, and a top-of-mind position earned during two of India’s most significant cultural moments of 2023.

Hippo Homes now enters every subsequent campaign with an audience that has already encountered the brand and absorbed the message that home improvement does not have to be complex. That awareness compounds with every campaign that follows.

Lyxel&Flamingo found the insight, built the platform, and executed across outdoor, film, celebrity, and broadcast with the coherence a brand launch demands. The results confirm the approach. The brand presence it created is what every next phase of Hippo Homes builds on.