Campaign India Team
Dec 02, 2014

Askme takes aim at competitors again

Watch the ad films conceptualised by Ignitee here

Askme.com has released three new ad films that have been conceptualised by Ignitee. The films went on air two weeks ago on TV after hitting the digital platforms prior to that. All three films feature Bollywood star Kangana Ranaut playing a double role.
 
The films talk about different buying and selling options in the vehicle, real estate and job category on Askme.com. 
 
 All the films begin with politician Ranaut, talking about buying and selling vehicles, real estate and getting jobs as she campaigns for her party, ‘Bechde Party’ (Sell it party) from her car. She over-promises by telling the gathered mass of people things like they would be able to sell their run down cars at Mercedes prices and sell ceiling fans for the price of AC’s, she promises a 100 per cent increase in the price of their house, while promising freshers the post of CEOs, salaries in dollars and so on. Ranaut (as part of the crowd), speaks up, as she is frustrated by the politicians false promises. Taken aback, politician Ranaut reasons with citizen Ranaut that we live in a ‘sell, sell, sell’ time.
 
Ranaut then goes on to ask her political counterpart if she has ever heard of the Askme.com app, where anyone can find 100 per cent genuine ads and buyers. She goes on to add that one can also get the best deals on new products.
 
All three films end with Ranaut replacing the politician and telling the electorate to leave the ‘bech de party’ (sell it party) and join Askme.com. 
 

Manav Sethi, head marketing and digital, Askme.com said, “The idea behind the campaign was to break the clutter created in the category. Everyone today is talking about selling. No one is looking to add value for someone looking to buy something new. That’s something we worked on when we gave the creative mandate to Ignitee. We also wanted to create some resonance by which, every time someone would hear the words sell sell sell, they would think of us “.
 
“Kangana has the ability to break the clutter and stand out in that particular category, namely classified. While Ranbir will still continue to endorse Askme as a platform and communicate the bigness of the platform, Kangana has been picked very cautiously for this campaign”, he added.
 
Credits:
 
Client: AskMe.com
Creative agency: Ignitee
Head marketing and digital: Manav Sethi
 
Source:
Campaign India

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