We decided to take a dig at discrimination. We sarcastically highlighted the issue based on the insight - People lie to their landlords. So, we came up with a series of quick-fix products to help people lie better.

Our products solved the most common forms of discrimination. Like Food habits, Dressing & Lifestyle, Pets, Marital status. We had 4 products each fighting against one form of discrimination.

No Barking Mouth Plug- To prevent dogs from Barking.

The Insta-Wed Kit- to disguise bachelors to look like married couples

The Sacha (Truthful) Paneer Spray- A spray that removes the odor of Non Vegetarian food

The Sanskari Naari kit- A kit with all the ingredients to make women look more stereotypically Indian.

People were asked to Buy these products now or log on to NestAway for Homes that don't discriminate.

While we did promote these fake quick-fix products on more traditional advertising mediums like print, outdoor and digital films, we also started by promoting the fake products on native advertising (ScoopWhoop, Mad Over Marketing and Social Samosa) - and reached out to influencers (4 popular Indian comedians), who also co-created content around the products. Together, this content reached our target audience, and created intrigue. So much so, that the products themselves sold out in under 16 hours. While these products made fun collectibles, they were also a platform that linked users back to the NestAway website, driving traffic to it.

These Quick-fix products weren't intended for a long period of time. Their job was to generate buzz around the brand and get people to log on to NestAway. Yes, those who bought the product definitely have a quirky collectors item that could easily fit on a coffee table.

The engagement on social media with NestAway increased 29 times.

Reach of over 16 million people

Over 85 million impressions.

Over 2.8 million views.

Endorsed by stand-up comedians

Websites like ScoopWhoop and new agencies like Reuters.