Quikr has rolled out a campaign titled '#ChaltaHaiAbNahiChalega' ('It's okay' won't work anymore) for its QuikrServices vertical. The 360-degree campaign has been conceptualised by McCann with Grey Digital executing the digital leg.
The campaign includes three films.
One of the films (above) opens with a couple playing chess. They're greeted by some water droplets. When the lady asks the man why he hasn't gotten the plumbing work done, the man says 'chalta hai' (It's okay). In the next scene, the duo are wearing a rain coat and playing a game of chess. As the leakage increases they're in scuba diving gear while continuing the game. As the woman signals to the man about the condition, the man signals 'chalta hai' to her again. The woman is frustrated now. She comes up above the water level and screams 'chalta hai, ab nahi chalega'. A voice over introduces QuikrServices and the experts who could help. The film ends with the duo playing chess comfortably and sharing a lighter moment.
A second film for the pest control services shows a man playing the guitar for a lady. But the guitar gives way because of termites. The lady asks him why didn't he get pest control done to avoid situations like these. The man admits he should have done it, but figures that these many termites are okay. It shifts to him playing other musical instruments, all of which break down because of the same reason. When the lady looks to take a seat as he plays a piano, she falls as the chair breaks because of termites. The lady screams, 'ChaltaHaiAbNahiChalega', and the voice over introduces QuikrServices. The film ends with the man playing the piano with two men on other musical instruments, and the lady seated, enjoying the moment.
A film for home repairs features a young girl practicing Kathakali. Each dance step sees a part of the tile crack. The mother notices this, and tells the girl's father in a singing tone that he should have replaced the flooring a month ago. He says 'Chalta hai'. As the dance continues, the cracks in the tiles increase. On the day of the girl's dress rehearsal for the main performance, she stops midway and screams to the father, 'ChaltaHaiAbNahiChalega'.
Quikr said in a statement that the vertical is aimed at organising the unorganised services space. The campaign is intended to change the 'Chalta hai’ attitude of consumers towards home services, it added.
TVCs conceptualised: McCann
Digital agency: Grey Digital
(Article amended with McCann credited as creative agency at 11:15 hours on 16 February)