Propsoch has launched a new initiative called ‘Bro-Mat-Ker,’ aimed at homebuyers in Whitefield, Bengaluru. This campaign encourages potential buyers to critically evaluate sales pitches and verify details before committing to a purchase. Its core message urges individuals to seek out information independently.
Decoding ‘Bro-Mat-Ker’
The campaign’s title, ‘Bro-Mat-Ker,’ is a provocative phrase highlighting how property decisions can be swayed by incomplete or unverified details. It was rolled out in two stages. Initially, the focus was on sparking curiosity without revealing the meaning behind ‘Bro-Mat-Ker’ or the entity behind it.
During this phase, the phrase was prominently displayed across various locations in Whitefield, repeatedly exposing residents and encouraging them to ponder its significance. The subsequent stage unveiled the campaign’s purpose, targeting three key behaviors that impact homebuying choices: blindly trusting a sales pitch, accepting claims without verification, and relying on incomplete information.
Visually, the campaign employs hypnotic glasses as a symbol, illustrating how buyers might perceive a property primarily through a salesperson’s narrative. Propsoch counters this by inviting consumers to consult a Propsoch Advisor for a more balanced perspective.
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The initiative has been deployed across multiple offline platforms, such as billboards, bus shelters, supermarkets, residential communities, and sports arenas. Additionally, social media influencers have amplified its reach, with campaign content amassing approximately 4 lakh views to date.
Ashish Acharya, Founder & CEO of Propsoch, stated, “Propsoch was built around a simple belief – buyers deserve a homebuying process that puts their interest first. Our latest campaign, Bro-Mat-Ker, reflects that belief by encouraging people to question the sales narrative, verify the information they receive, and make decisions based on what is right for them, not simply what is being sold to them.”
This campaign does not seek to prescribe which property a consumer should purchase or make a broad assessment of brokers and sales professionals. Instead, its central proposition is that a long-term financial decision should not necessarily be based on a single version of a property’s story.
By turning the familiar expression ‘Bro-Mat-Ker’ into the campaign’s central idea, Propsoch has sought to frame homebuying due diligence in a more accessible way. The company brings together research, data, consumer reviews, and expert input to help buyers assess properties across multiple parameters and develop an independent perspective before purchasing.
