Client Background:
A digital platform serving urban apartment communities wanted to extend its reach beyond major metros into Tier 1 and Tier 2 cities where Hindi is the dominant language. With strong traction in English-speaking markets, the challenge was to win the trust of middle-income families in Delhi NCR and neighboring regions by adapting its messaging through culturally grounded storytelling.
Challenges:
The brand’s earlier communication leaned toward corporate language and technical features. In the Hindi belt, this approach lacked emotional pull and local flavor. To improve adoption, the brand needed to:
- Replace generic messaging with real-life society scenarios.
- Use humor and regional slang to break through emotional distance.
- Showcase utility in everyday Hindi-speaking homes.
- Adapt content to short-form, highly shareable digital formats.
Objectives
- Build emotional resonance with Hindi-speaking families.
- Showcase day-to-day apartment living issues like guest entry confusion and parcel delays.
- Use humor and culturally familiar characters to foster trust.
- Demonstrate app benefits through storytelling rather than features.
- Deliver a short, memorable video optimized for WhatsApp, Reels, and Shorts.
Execution Timeline (30–45 Days)
| Phase | Duration |
| Concept & Script Development | 7–8 Days |
| Casting & Storyboarding | 6–7 Days |
| Location Scouting & Preparation | 4–5 Days |
| Filming (Delhi NCR) | 2 Days |
| Post-production & Voice Sync | 10–12 Days |
| Platform Optimization & Delivery | 3–5 Days |
The production spanned just over five weeks, ensuring both quality and timely delivery.
Execution Details:
- Tone: Family-friendly satire with situational humor
- Language: Casual Hindi using North Indian expressions
- Duration: 40 seconds
- Format: 9:16 vertical for Reels, Shorts, and WhatsApp
- Characters: Security guard, nosy aunty, modern resident
- Soundtrack: Light background rhythm to support comedic timing
Results Achieved
- 27% increase in app installs across Delhi NCR within a week
- Over 20,000 WhatsApp shares tracked via campaign links
- 580,000+ YouTube Shorts views in under 10 days
- Viewer Comments:
- “Bilkul meri society jaisa!”
- “Funny and helpful—I
- Client Review: “This was a game-changer for our Tier 1 and Tier 2 strategy.”
Conclusion:
This project illustrates how a Hindi ad film production company can leverage local humor and relatable content to deliver real performance. By highlighting common frustrations in apartment living—and offering seamless solutions in Hindi—the campaign resonated across regions often overlooked by traditional digital marketing.
