Oxfordcaps settles with the catchy tagline Chill Karo Chinta Nahi
Oxfordcaps, Asia’s first branded and tech-enabled student housing company today announced the launch of its new ad campaign, ‘Chill Karo Chinta Nahi’. Student housing today is largely dominated by unorganized PG (Paying Guest) and poorly managed hostels and suffers from a high level of fragmentation, lack of quality solutions, price transparency, reliability and complete lack of tech enablement of processes. Through this campaign, the brand aims to redefine the student living experience and creates awareness amongst Gen Z students who are on the lookout for a hassle-free accommodation nearby their colleges and universities.
The campaign features young actors and digital influencers - Ritwik Sahore (of Amazon Prime’s ‘Laakhon Mein Ek’ and ‘Dangal’ fame) and Monica Chaudhary (of ALT Balaji’s ‘Apaharan’ fame and upcoming series ‘Salt City’), who have a high appeal with Gen-Zs - the generation that is entering college now. The campaign will see the launch of three videos with a quirky take on some of the most pressing issues which students face while living away from home. Oxfordcaps understands the struggles of such students and has unveiled its maiden TVC campaign, urging students to ‘Chill Karo, Chinta Nahi’.
The TVCs showcase issues which are related to safety and security, hostel food and non-availability of professional career guidance for students at ordinary hostels and PGs in India.
● TVC on security: Features Monica who is seen studying late at night but is spooked out as she finds a shadow of a trespasser near her room. The TVC then highlights the safety features of Oxfordcaps residences such as women security guards, biometric access and 24x7 CCTV surveillance, highlighting a living experience that is tension-free and hassle- free for girls.
● TVC on food: Features Ritwik who posts mouth-watering food pictures on social media but in reality has to manage with unappetizing and mundane food at his hostel. The TVC urges the students to opt for Oxfordcaps where getting wholesome delicious vegetarian, non-vegetarian and Jain meals every day is a normal thing, and late nights are no exception.
● TVC on career: Features Ritwik who while dissuading his fellow hostel mates from taking up unpaid internship is in return being labeled as ‘unemployed’ among his peers. The TVC then showcases that Oxfordcaps along with providing other conveniences also provides a solution for such problems and focuses on the career development of the students.
“More than 10.4 million students across India are migrating to cities every year to pursue their academic dreams. The largely fragmented, non-standardised student accommodation - PG (Paying Guest) and poorly managed hostels has left a huge gap for the right product for this segment. Oxfordcaps is addressing this gap and is aiming to meet up to 60% of the unmet demand in the student housing market. This ad campaign will create awareness about the features provided at our accommodations amongst the Gen Z students and will connect very well with their mindsets as the characters of this ad film are also students who project the day to day problems faced by hostellers,” said Annu Talreja, CEO of Oxfordcaps.
Priyanka Gera, COO of Oxfordcaps, said, “All the three ads under this campaign pick up a specific feature of Oxfordcaps and showcase that the company offers secured accommodation, nutritious meals andactivities focused on career development and lifestyle of students. In addition to these features, the company also offers fully-fitted out and custom designed residences with full-stack service model including Wi-Fi, laundry, doctor on call, professional housekeeping and social events for the students. The campaign revolves around the concept of a hassle- free accommodation, which is made clear by the tag line ‘Chill Karo, Chinta Nahi’. We will be promoting this ad campaign through our social media platforms and various popular television channels and are confident that it will be appreciated by our target audience.”
Sakket V Rao, Vice President, Marketing, OxfordCaps added, “Creating a new category in communication is an interesting challenge. The 'Chill Karo, Chinta Nahin' series addresses the key concerns of students and parents such as the quality and taste of food, safety and security and unsolicited advice exchanged between students related to careers. Oxfordcaps has emerged as a solution to these problems. We are a preferred brand among students and parents and this ad series is to take our proposition to different parts of India where students and parents are suffering at the hands of unorganized PGs and Hostels. The message is simple and crisp and drives home what we stand for and we are sure it will resonate with our TG in a positive manner”
Oxfordcaps provides a custom designed and standardized student housing product with a full-stack model of services and amenities. Oxfordcaps is co-founded by INSEAD graduate Annu Talreja, CEO and IIM-Calcutta alumni Priyanka Gera, COO – the company has clocked a 75X growth in <11 months since its launch in India and has expanded from 200 beds to over 15000 beds across 12 cities. Oxfordcaps aims to grow its operations across education hubs in India including Delhi, Bengaluru, Mumbai, Pune, Greater Noida, Dehradun, Indore, Jaipur and Ahmedabad.
The Company operates via three sub-brands and caters to students across price segments including Oxfordcaps Premium Residences, Oxfordcaps Student Residences and Oxfordcaps Dorms for the budget segment. Oxfordcaps works directly with universities and colleges to build a tailored experience for the student community, both via on-campus and off-campus housing.