The House of Abhinandan Lodha (HoABL), India’s largest branded land developer, has announced the launch of its new brand campaign, “No Drama”, featuring acclaimed actors Boman Irani and Aparshakti Khurana. The campaign introduces six light‑hearted short films that break down the barriers traditionally associated with land buying in India.
For decades, purchasing land has been fraught with challenges including unclear titles, encroachment, complex legal processes, lack of transparency, and cumbersome paperwork. HoABL’s “No Drama” campaign tackles these concerns head‑on, turning them into relatable stories that highlight how the company has made land buying transparent, convenient, and secure through a seamless technology‑led experience.
Each film addresses a real consumer anxiety — from uncertainty around location and confusion in the buying process to securing land against encroachment and overcoming high entry barriers. The narrative demonstrates how HoABL resolves these challenges by offering a digital journey with complete transparency, continuous project updates, and varied ticket sizes, making land ownership more accessible and positioning it as a stable long‑term asset.
Saurabh Jain, Chief Marketing Officer, HoABL, said: “With the ‘No Drama’ campaign, our objective was to address these challenges in a light, relatable and culturally resonant way. Traditionally, land investments in India have felt overly dramatic, marked by complexity and anxiety. With HoABL’s branded land, driven by technology and transparent processes, this is no longer the reality. Boman Irani and Aparshakti Khurana were the perfect fit to bring this thought to life, adding warmth and humour while reinforcing a powerful message: that buying land today can be simple, secure, and confidently modern—with no more drama.”
Boman Irani added: “HoABL’s approach is refreshing. Through its end‑to‑end digital platform, the brand is transforming land investment into something transparent and drama‑free. What I truly enjoyed about this campaign is how humour meets clarity to make a traditionally complex process feel accessible.”
Aparshakti Khurana echoed: “Owning land has always been a milestone, but what’s exciting today is how early the younger generation is stepping into investments. HoABL’s digital ecosystem brings convenience and clarity that resonates with how my generation makes 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.”
This campaign underscores HoABL’s mission to democratize land ownership in India, making it transparent, convenient, and future‑ready — with no drama attached.
