99acres.com has rolled out a new ad film titled, “Sab Dekh Lijiye, Phir Ghar Lijiye”. (Explore all options, before settling for a house). The film has been conceptualised by JWT.
The film opens with a couple lying down comfortably on a sofa, having a conversation. The husband asks his wife if she’s thinking about Kalyan. Answering yes, she asks if the husband was thinking about Shobha. Agreeing, he accepts that he finds Shobha lovely. As the couple continues to talk and go back and forth mentioning various names of different men and women, an elderly woman is seen over-hearing the ongoing conversation while chopping vegetables. Continuing the conversation the wife says that, while she loves Kalyan, she can’t stop thinking about Mahesh and Amrit. The husband tells her that she should stop checking out everyone. The wife decidedly answers that she loves Amrit. Hearing this, the husband says that he agrees with her. The mother-in-law, who has been looking on in complete shock, faints on the table. Meanwhile, the film cuts back to the couple and the revelation that ‘Kalyan’, ‘Shobha’, ‘Mahesh’, and ‘Amrit’, are actually names of apartments and residential societies the couple has been looking at on 99acres.com.
The film ends with a voice over talking about checking all your options before settling for a house.
Sumeet Singh, senior vice president, marketing and corporate communications, Info Edge said, “With over 65,000 new listings posted every week on 99acres.com , the portal is able to cater to various needs of different types of consumers. We understand that buying a property is a big decision and to reach the best option, one has to go through or check-out many options. Through this campaign, we have used an entertaining plot to subtly inform our consumers to check all available options while looking for property and 99acres.com is a place where one can find maximum options. The campaign, in a lighter vein, captured the idea of delivering a fresh, clutter-breaking creative”.
Sanjeev Bhargava, managing partner, JWT, added, “Infoedge as an organisation has always believed in advertising that has an effective message and an enduring appeal. We as the agency understood this well and that is why the approach we took to selling a real estate site took on a relevant business insight, mixed it up with a provocative behavioural insight and garnished it with excellent execution. We firmly believe this will deliver to Infoedge yet another path breaking communication that will build their business further”, said
Creative agency: JWT