MagicBricks aims to connect emotionally as it highlights ease of property buying
Watch the ad film conceptualised by R K Swamy BBDO here
Feb 25, 2015 10:21:00 AM | Video | Campaign India Team Share -
MagicBricks.com has launched a TVC to highlight the home buying services the portal provides. The ad film has been conceptualised by R K Swamy BBDO.
The ad film features a pregnant wife and her husband on a day at the beach. The wife jokingly asks, looking at a sand house the husband has built, if he intends to welcome ‘junior’ in the sand house. Taking the hint, they begin looking for homes on magicbricks.com. They are shown to be looking for a new property an preferably on the 10th floor. As the couple are at a coffee shop, the husband finds his wife intently looking at a school bus. He quickly adds ‘school’ as another search filter on the website. The film progresses to indicate the husband driving them to the new property. It goes on to list out the service features of the website and ends with a brand sign off along with a voice over saying ‘property sahi, milegi yahin’.
Ankur Suman, creative director, R K Swamy BBDO, said, “We wanted to give our communication tender and softer hues and therefore an emotional layering was imperative. The song ‘Do deewane sheher mein’… serves that purpose perfectly. Against the backdrop of this song, we wanted to depict a simple, credible story around the ease of searching property on magicbricks.com, without any joke or contrived created device jostling for viewers’ attention. This campaign sets the right tone for the brand and acts as the first step to build an emotional bridge between the portal and users, which is quite pertinent to something like home search.”
Sunil Kukreti, senior partner, R K Swamy BBDO, commented, “The online real estate portal category is now getting very competitive and the task was to project magicbricks.com as an expert and friendly guide in the home search process. The TVC had to emotionally connect with the consumers while getting across that Magicbricks simplifies the home search process and makes it easy and fun.”
Creative agency: R K Swamy BBDO, New Delhi
Agency head: Sunil Kukreti
Creative director: Ankur Suman
Creative team: Rashmi Ambastha, Deepti Duggal, Pankaj Bora, Ankur Suman
Client servicing team: Shalini Sen, Mohnish Assudaney
Director: Ruchi Narain
Production house: Ruchi Narain Productions