MUMBAI: Contrary to popular perception, more and more families, are beginning to be supporters of their daughters migrating to bigger cities. These young women are migrating not for just academic and professional growth, but also to live an independent lifestyle and live life on their terms. Unfortunately, perceptions of safety and lack of suitable housing in cities, can be a big dampener- making women second-guess their own move.
Nestaway conducted a study titled, ‘Migration – a woman’s perspective’ to understand the considerations and issues faced by single women before moving to a new city. One of the key findings of this survey was that safety & housing are the top concerns for them (49%) and about 13% of women considered finding a house in a safe locality as their biggest concern. The brand has over 16000+ women living with them from over 100 varied professions.
Inspiration for campaign:
This film is our little way of instilling hope and belief. A sweet and simple way of letting them know that some homes in cities, have been looking forward to their move.
Nilay Moonje, Group Creative Director, Ogilvy Bangalore: ”Women face many hurdles when they step out to find a home on rent. As a brand that makes moving easy we wanted to be encouraging of women making the move. So instead of labouring the hurdles and issues they already face, we wanted to communicate a more encouraging perspective in a non-preachy manner”.
Ramya Ramachandra, Head of Marketing, Nestaway Technologies Pvt Ltd: “Making a move to a new city is a big decision and our migration research showed us that lack of safe and trusted housing options is a big barrier to this decision for working women. Nestaway not only provides a range of options across major cities pan India but also provides a community and an ecosystem for a young woman to help her belong instantly in the new surrounding. This campaign #gharforher is a small step in encouraging more women to make the move. The simplicity of the idea and the simple execution makes this video so appealing, sometimes we just look for signs around us to make that move - this video is one such sign”.
