Magicbricks uses little boy-and-pet plot, underlines need to find the right home

Watch the ad film conceptualised by RK Swamy BBDO here

Feb 12, 2016 09:12:00 AM | Video | Campaign India Team Share - Share to Facebook

Real estate portal launched a TVC on 11 February 2016. The commercial conceptualised by RK Swamy BBDO uses a little boy and (an animated) squirrel story to underlines the importance of finding the right home.
The boy spots the squirrel on a road outside his house, while looking around with a telescope. He cycles to pick it up and brings it back. But when he and his sister try to find a suitable place for it to stay, they struggle. He finally lets it rest in a travel bag for the night. The squirrel seems comfortable. But the next morning, he is surprised to see his dad leaving with the bag. Putting his concern to rest, the father takes him out to the garden and shows him the new home he has created for the squirrel, in the hollow of a tree. The boy is delighted to see the squirrel lounge comfortably in its new nest. A voice over says with Magicbricks, finding the right home is easy.    
Sudhir Pai, CEO, Magicbricks, said “Magicbricks since its inception, has been at the forefront of helping consumers across segments in realising their real estate dreams. The new TV commercial portrays Magicbricks for what it stands for: reliability, trustworthy and helping consumers at every step of the way.”
Manisha Rana, marketing head, Magicbricks, added, “Our core focus is to leverage the marketing communication to build brand saliency, loyalty and leadership. Our marketing communication is based on building a strong emotional connect with our messaging and tonality. It is an integrated marketing campaign that entails a heavy media mix of TV, print, OOH and radio media vehicles.”
Ankur Suman, creative head, RK Swamy BBDO, said, “Creating a distinct personality of a portal is a challenging task. But that’s exactly what we are endeavouring to do through this campaign – giving Magicbricks a unique, loveable personality. And we are doing it through a simple but endearing story that will make people think of the brand whenever they think of searching a home.”
Magicbricks has also announced that it will co-sponsor the upcoming 2016 Asia Cup T20 International cricket tournament in Bangladesh.
Agency: RK Swamy BBDO
Creative head: Ankur Suman


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