Lights, Camera, Action! HoABL Announces Exciting ‘No Drama’ Campaign Featuring Boman Irani and Aparshakti Khurana
The House of Abhinandan Lodha (HoABL) collaborates with Boman Irani and Aparshakti Khurana for its ‘No Drama’ Campaign
Mumbai, Jan 06: The House of Abhinandan Lodha (HoABL), India’s largest branded land developer, today announced its new brand campaign, “No Drama”, featuring Boman Irani and Aparshakti Khurana. The campaign introduces six light-hearted short films that break down the multiple barriers that often hold Indians back from buying land.
Traditionally, buying land in India came with a host of issues including unclear titles, encroachment, complex legal processes and paperwork, lack of transparency and lack of overall convenience. The House of Abhinandan Lodha’s “No Drama’’ takes these everyday concerns about land investments head-on, turning them into simple, relatable stories that highlight how HoABL has made land buying transparent, convenient and secure through a seamless technology-led experience.
Each film in the campaign addresses a real, deeply felt consumer anxiety associated with buying land, whether it’s the lack of transparency in physical assets, uncertainty around location, confusion in the buying process, securing the physical land from being encroached upon or the high entry barrier created by large ticket sizes. The narrative then demonstrates how HoABL resolves these challenges by eliminating complexity through a seamless digital journey, ensuring complete transparency with continuous project and ownership updates, positioning land as a stable long-term asset, and offering varied ticket sizes that make ownership far more accessible.
Speaking about the campaign, Saurabh Jain, Chief Marketing Officer, The House of Abhinandan Lodha, said,
“In our relentless pursuit to democratize land, we have consistently seen the same questions and concerns surface among potential land buyers – ranging from legal clarity and paperwork to security, trust and transparency. These barriers have traditionally held people back from considering land as an investment option to create wealth. With the ‘No Drama’ campaign, our objective was to address these challenges in a light, relatable and culturally resonant way. Traditionally, stories around land investments in India have always felt overly dramatic, marked by complexity, anxiety and uncertainty. With HoABL’s branded land, driven by technology and a fully transparent processes, this is no longer the reality, and that is precisely what we set out to highlight through this campaign. Boman Irani and Aparshakti Khurana were the perfect fit to bring this thought to life, adding warmth and light-hearted humour while reinforcing a powerful message: that buying land today can be simple, secure, and confidently modern—with no more drama.”
Boman Irani, sharing his perspective, said, “I find HoABL’s approach quite refreshing. Through its end-to-end digital platform, the brand is transforming land investment into something transparent and drama free. It addresses the pain points people have dealt with for years. What I truly enjoyed about this campaign is how humour meets clarity to make a traditionally complex process feel accessible. I am glad to associate with a brand that understands these challenges and is actively solving them.”
“Owning land has always been a milestone, but what’s exciting today is how early the younger generation is stepping into the world of investments. We are thinking about long term stability and generational wealth much sooner than before. What stood out to me while working on this campaign is how confidently HoABL addresses the doubts people my age usually have around land buying. Their end-to-end digital ecosystem brings a level of convenience and clarity that feels very in tune with the way the new generation prefers to make financial decisions. It feels good to collaborate with a brand that is reimagining a traditional category and empowering young investors to build something long lasting,” echoed Aparshakti Khurana.