Magicbricks, India’s No.1 online real estate site in India today launched its first ever musical advertising campaign that re-affirms the brand’s position as ‘Property Ka Supermarket’ offering a wide ‘Choice’ of properties, products and services for the customer for each and every stage of the home buying journey.
Through this ad campaign, Magicbricks aims to lift the mood of the consumers by showcasing wide ‘Choice’ of properties and tailor made services it has to offer at each and every stage of the home buying journey. Magicbricks’ data suggests that there has been a revival in consumer sentiments with a 51% rise in property seekers over the last 12 months.
Conceptualised by RK Swamy BBDO, the campaign features popular television actor Iqbal Khan and model Onima Kashyap as lead protagonists. The 360-degree campaign will run across print, outdoor, digital, social and radio. As the first musical commercial in the online real estate industry, the storyboard showcases the consumer as the king, and how Magicbricks offers a wide variety of choices and makes their home-buying experience hassle-free.
Using ‘Supermarket’ as a simile, the campaign present the world of Magicbricks, its products and services. With this unique idea of ‘Supermarket’, the buyers will get a glimpse of the ease and simplicity that Magicbricks provides when it comes to buying a home. As one of the biggest supermarket of properties, Magicbricks offers lakhs of options and all the home-search related services under one roof thus making the process happy and delightful for the buyers.
Speaking about the launch, Mr. Prasun Kumar, Marketing Head, Magicbricks.com said, “The campaign is based on a strong insight that when it comes to looking for choices, Indian consumers just can’t have enough. And in a high ticket and involvement category like Real Estate, this comes to fore all the more. Hence, we conceptualized an idea of presenting Magicbricks as Property Ka Supermarket. When we talk about the home buying process, the choices and services offered by Magicbricks, it is unparalleled. The campaign has been conceptualised and filmed in a way that consumers can very easily relate to the protagonists as they will somewhere see their own story of home buying journey. Based on a very peppy music & lyrics, this is the first in the category and will help uplift buyer sentiments. With this ad campaign, our aim is to reaffirm the brand’s position as ‘Property Ka Supermarket’ offering widest ‘Choices.’ This is the first musical in its category with a dose of fun and humour with a serious message for the home buying process. Home buying is one of the most important decision of an Indian, and we want to ensure that we at Magicbricks bring to them the best in terms of choice and convenience. With our bouquet of products and service offerings, we, aim at making the home buying journey of our consumers seamless and memorable and that’s what this new ad campaign is all about.”
The story board revolves around the journey of a young couple in the supermarket as they have decided to buy a home. With exploration of various sections and counters of this unique Property Supermarket, viewers will be able to see them using many features and tools that Magicbricks website offers. The advertisement has a high-energy and hummable song, which blends beautifully with the visuals and makes the journey even more memorable. A warm chemistry between the couple along with the lyrical melody makes the film entertaining as well as endearing. The campaign ends showing the couple cheerful and happy in the dream-home of their choice with tagline “India Finds Homes With Us”.
Speaking about the launch, Creative Director Ankur Suman said “To tell a brand’s offerings & functions in an entertaining, breezy and yet simple manner is always a challenge. That’s why the idea of presenting Magicbricks as a supermarket worked brilliantly for us. It wasn’t easy to make words like 3 BHK, construction or ready-move-lyrical and hummable, but the lyricist, Pankaj Bora, did a spectacular job.”
The advertisements will be aired nationwide starting 8 September 2017.
Duration: TVC – 30 seconds each
Language: Hindi, Tamil, Kannada and Telugu
Creative Agency: RK Swamy BBDO
Production House: RAT Films
Director: Ruchi Narayan
Creative Director: Ankur Suman
Protagonist: Iqbal Khan and Onima Kashyap