99acres takes humour route to deliver 'find a house anytime' message

Watch the film conceptualised by J Walter Thompson

Jun 08, 2015 09:33:00 AM | Video | Campaign India Team Share - Share to Facebook

Real estate classifieds player 99acres rolled out a TVC conceptualised by J Walter Thompson, which went on air on 23 May.
The film tells the story of a young man living with his male friend in an apartment. They are watching a match on TV in the living room, when his friend's girlfriend walks in the door with a suitcase. While the protagonist greets her, his friend instantly moves to her side. He tells the protagonist that the couple will be moving in together. The protagonist's happy reaction to the news is replaced soon, as the ramification of their moving in sinks in. He's now on the road with his baggage, accessing 99acres on his mobile for a place on rent. A voice over promises places on rent anytime, with 99acres. 
Sumeet Singh, senior vice president -- marketing and corporate communications, Info Edge (99acres), said, “The TVC has been executed in a manner that appeals to 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 needs. Using the mobile platform as the chosen medium, our TVC showcases that 99acres.com can help you find the best rental options in town anytime.”
Sundeep Sehgal, associate vice president, J Walter Thompson, Delhi, said, “The film is a comical take on life’s unpredictable twists and turns. You never really know when the roof over your head might be wrested away. But if you have the 99acres.com mobile app, you needn’t worry because it gives you instant access to a plethora of properties.” 
Client: 99acres
Creative agency: J Walter Thompson
VP and executive planning director: Shujoy Dutta
Associate vice president and Sr creative director: Sundeep Sehgal
Copy writer: Neha Banga
Vice president and client servicing director: Neetika Aggarwal
Associate vice president and client servicing director: Akshat Singh
Account director: Anusheel Chowdhury