Property portal MagicBricks.com has launched an integrated campaign. The first of multiple films that will be part of the campaign is currently on air. It underlines MagicBricks as the way to choose the right property, with the tagline ‘Property Sahi Milegi Yahin’.
The film ‘Giddh ki Aankh’ (vulture vision) shows an Indian joint family hunting for a home. It is revealed that they have been hunting for property for a while. As an elderly lady rejects the property they are currently inspecting, her exasperated son complains that they have seen so many already. A salesman appears telling them that they will find the right property with his ‘Vulture vision goggles’. His lady accomplice throws masks with the goggles towards the family, and it fits on to their faces. The surprised family members gawk at each others’ masks with beaks akin to vultures. A man walks in with a laptop and explains how MagicBricks helps them choose the right property.
Sudhir Pai, business head, Magicbricks.com, said, “The campaign will feature multiple films, which shall work in tandem. As the end-user gets exposed to multiple films, he should be better able to appreciate the characters and the theme as it evolves. The campaign is expected to last several weeks and will consolidate Magicbricks’ position as a strong deserving market leader in the category.”
Sunil Kukreti, senior partner, RK Swamy BBDO, added, “Real Estate portal as a category gives you the opportunity to do some really interesting creative work which can stand out in the clutter. The whole process of closely collaborating with the magicbricks on this campaign was thoroughly enjoyable and it shows in the creative output also across all the TVCs, digital, print and OOH.”
Creative agency: RK Swamy BBDO
Production house: Code Red