Interlude: Better Than Home

PG marketing has a reputation, and it's not a good one. Blurry photos, WhatsApp forwards, justcol listings, the category had settled for boring. Interlude hadn't. With peak season (July–September) around the corner and every hostel in Lucknow competing for the same girls, we built Better Than Home — a six-reel scripted UGC campaign that targeted every real concern a girl or her parents carry when choosing a hostel. Vox pops outside coaching centres, scripted slice-of-life reels, talent managed end-to-end, and content designed to work organically and on paid performance. Here's how a girls' PG in Lucknow became, genuinely, kind of cool to watch.