Real estate portal 99acres.com, a part of Info Edge India, has launched a television campaign. The TVC created by Draftfcb-Ulka Delhi went on air on 12 January.
The film opens with a young man meeting his prospective father in law. When he is introduced, the older man ignores asks his daughter if he has a house. Stumped by the response, the young man uses his phone to log on to 99acres.com and shows him the ‘Rent properties’ section of the website. The older man admonishingly tells his daughter, “Sochna bhi mat”. The young man then shows him the ‘Buy Properties’ section, to which the older man tells him “Sochna bhi mat”, albeit with a smile. The girl’s father proceeds to show him a painting of a big mansion and tells him to think of that too as his own, underlining his consent. Immediately, the young man starts thinking of selling the mansion through the ‘Sell Property’ section of 99acres. The girl’s father realises what he must be thinking. The TVC ends with the message: “Rent. Buy. Sell. Do it well. 99acres.com”
On the campaign, Sumeet Singh, senior vice president marketing and corporate communication, InfoEdge India, said, “This is a tactical TVC and has been executed in a manner that appeals to both 35-plus audiences as well as young working professionals. An entertaining plot has been used to subtly inform our users about 99acres.com being a one stop solution for all their property related queries.”
Sanjay Sharma, creative director, Draftfcb-Ulka, Delhi, said, “It’s a topical thing. Everyone is talking about rent, buy, and sell. We just took it as a tactical exercise for the brand and have done it in a more engaging and entertaining manner.”
Sanjay Tandon, chief operating officer, Draftfcb-Ulka, Delhi, added, “One of the important aspects of online brands is the need to project differentiation through brand personality. A charming insight coupled with a delightful storyline helps progress the brand 99acres.com in this short film.”
Credits:
Client: Info Edge (India) Limited
Brand: 99acres.com
Creative agency: Draftfcb-Ulka, Delhi
Creative: Sanjay Sharma
Servicing: M N Damodaran, Nidhi Agrawal, Harshit Arora
Film production executive: Mazhar Khan
Production house: Boot Polissh Films
Director: Siddharth Sikand
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