99acres promises access to genuine home buyers

99acres.com has rolled out a TVC to highlight ease of selling flats on the portal. The ad film has been conceptualised by J. Walter Thompson Delhi.

The ad film begins as we see a male protagonist at a tailor getting his measurements taken. Among other measurements, the tailor asks which side he would prefer to have a pocket to which the protagonist responds with "South west" which baffles everyone on the shop floor. Next, in the office elevator he responds to the 'which floor?' query with "Italian marble", again inviting curious glances. We see him next loading goods into his car at a parking as two ladies arrive at their car which is next to him. looking at the tyres, one of them exclaims, "Oh no flat!" The protagonist is quick to turn around and declare, "3BHK hai ma'm. Interested?' (There's a 3BHK. Interested?)

The film ends as a voiceover invites people to list their homes on 99acres and get genuine buyers.

Sumeet Singh, executive vice president- marketing and corporate communications, Info Edge, said, “The concept not only aims at builders or developers but also the owners wanting to sell their properties. We understand that selling property is a difficult task and to reach a genuine buyer is more challenging. Through this campaign, we are reaching out to owners/sellers as we continue to position 99acres.com as a one stop solution for all their property related queries”.

Sundeep Sehgal, associate vice president, J. Walter Thopmson Delhi, commented, “The film plays up a simple insight that when you have an important matter at hand, you can get preoccupied with it, to the point of obsession. Preoccupied with selling his property, the protagonist inadvertently gives details about his home, much to the bewilderment of people around him, there by setting up a humorous contrast.”
 

Credits

Client: 99acres.com
Creative agency: J. Walter Thompson Delhi
Vice president and executive planning director:Shujoy Dutta
Associate Vice President & Sr. Creative Director: Sundeep Sehgal
Copy writer: Neha Banga 
Vice President & Client Servicing Director: Neetika Aggarwal
Associate Vice President & Client Servicing Director: Akshat Singh
Account Director: Anusheel Chowdhury