Housing rebranded itself in March 2015 with a new logo and launched an Instagram campaign called #LookUp to establish brand recall. The campaign asked amateur photographers to take and submit 90 degree photos featuring the Housing logo. Over 5,000 photos were submitted within 7 days, making the logo iconic. With Housing changing its business model, a new Instagram campaign called #HousesOfIndia was launched to share photos and stories of homes across India owned by homeowners rather than renters.

1. Instagramstrategy

2. March 2015 : Housing rebranded itself & announced a new logo. Brand wanted to establish
this logo in people's mind and create maximum brand recall.

4. Thus, an Instagram campaign was designed. #LookUp
campaign consisted of 90 degree photos which Housing
would post on its Instagram account asking everyone to
participate and send entries. Amateur photographers fell
in love with the logo while clicking for the contest. They
could see the logo anywhere and everywhere. A few
celebrities participated as well.
It was made sure that the brand vision (optimism) and
vibrant colours transpired in every picture posted by
brand handle so that the rules became simple to
understand. It was appreciated greatly by both Instagram
& Facebook. Housing also became one of the most loved
brand on Instagram. Within 7 days approximately 5,000
pictures were received, making the logo iconic. Facebook
showcased our posts in an offline exhibition at Facebook
India Client Council. Till today, Housing is tagged in 90
degree images.
#LookUp

7. Houses of India

8. With Housing changing the logo and the business model (closing rent and other verticles and
continuing only with buy/sell), Instagram strategy had to be reworked.

9. Every home has a story, and Housing.com is
celebrating these stories with #HousesOfIndia: a photo
story of beautiful homes across the country, and the
intriguing stories they hold. Every home featured on
HOI has home owners living in it and are not occupied
by renters. This initiative has again been greatly
appreciated by Instagram. Grab your coffee and enjoy
these warm stories on @housingindia.
#HousesOfIndia