Quikr creates some quirky fun with its new innovation

The integrated campaign for MSP (Maximum Selling Price) has been created by Scarecrow Communications

BestMediaInfo Bureau | Mumbai | February 27, 2014

Click on the image to watch the TVC.

Quikr has intensified the online classifieds space with a new innovation, MSP or Maximum Selling Price. The integrated campaign for MSP has been created by Scarecrow Communications. The campaign includes TV, outdoor, radio and digital.

The film opens on a picturesque jetty in Goa. A ferry, filled with colourful carnival locals and tourists, is about to leave. Pedro, a quintessential Goan, is supervising the loading of his car on to the ferry. Handing over a note (address) to the ferry man, Pedro tells him to deliver his car to one 'Mr Fonseca', as he has sold it to him.

As the ferry man takes the address and runs back to the ferry, a voice calls out to Pedro. It's Murli, who had been fishing nearby. In a characteristic mocking tone he laments, “What re Pedro, sirf 40,000 mein gaadi becha? MSP pe bechta to jyada kamata!” Pedro is taken aback. Murli, then, with the help of his tablet, shows him the MSP calculator on Quikr.com, which shows Pedro's car could have got an MSP of 150,000.

What follows next is a hilarious chase sequence, since the ferry had already left the jetty while the two were talking. Somehow, they catch up with the ferry and clamber up. A relieved Pedro makes a declaration: “MSP pe hi bechoonga car”. As he presses the 'Post Free Ad' button on Murli's tab, instantly an MSP tag appears on the car followed by a horde of potential buyers running to him with money! As Pedro gleefully counts the money, Murli signs off saying 'No fikar, bech Quikr!”

Pranay Chulet, CEO, Quikr, said, “India is a very value conscious market and the sensitivity to price applies to both the sell side and buy side of any transaction. Sellers want to get the best price for whatever they are selling and, at the same time, buyers also want to know what a reasonable price is for whatever they are buying. The problem in used-goods transactions is that no one knows what the right price is. MSP gets to the heart of the problem and reduces the uncertainty that sellers and buyers face in these transactions. It's a price guideline based on enormous amounts of market data, we think it will change the way India buys and sells used goods.”

Aparna Mahesh, Brand Head, Quikr, added, “Price and value will always be an important part of the Indian narrative. We believe a powerful tool like MSP will help overcome the inertia when it comes to selling old stuff lying at home. It will also make the entire process of selling/buying pre-owned goods more informed and less random. And the fact that MRP is so well ingrained in the minds of the people will make it easier for them to understand and appreciate the concept of MSP quickly.”

Raghu Bhat, Founder Director, Scarecrow, commented, “There is a lot of information this communication had to convey. It had to explain what MSP is, how it benefits consumers and how to access MSP. One way to do that could have been an infommercial. But we chose to say this with an engaging plot that has many 'unexpected' moments. We cast the supremely talented Marathi stage actor Abhijeet Chavan as he could essay the five moods – indifference, interest, surprise, anger and happiness – within 35 seconds. We think the image of two guys pedaling furiously behind a ferry is something viewers will definitely remember and enjoy. Even the shoot had an unexpected moment. During the water pedalling sequence, we spotted a crocodile in the waters! Thanks to the croc, we got some very realistic shots of Murli and Abhijeet pedalling furiously!"

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Brand: Quikr

Client team: Pranay Chulet, Aparna Mahesh

Agency: Scarecrow Communications

Creative team: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Ashok Lad, Yogesh Rijhwani, Noothan

Account Management: Amitabh Sreedharan, Ankita Ray, Priyanshu Dixit

Production House: Pebble Films

Director and Producer: Naren Multani

AD: Devdutt Manjrekar

Music: Rohan Vinayak

Info@BestMediaInfo.com

Info@BestMediaInfo.com