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99acres.com TVC says ‘Sochna bhi mat’ – just rent, buy, sell

Draftfcb Ulka executes campaign with a storyline that shows a real-life situation of a father assessing a match for his daughter

BestMediaInfo Bureau | Delhi | January 15, 2013

Property portal 99acres.com has unveiled a new TV campaign to communicate the availability of any kind of property on the site, whether for buy, rent or sell. The new ‘Sochna bhi mat’ TVC has been conceptualised by DraftFCB Ulka. The campaign continues with the theme of the earlier TVC where 99acres.com was established as a place to log onto when looking for properties. The website enables easy access to a huge property bank for netizens and allows users to directly connect with brokers and builders across cities from the comfort of their homes.

The launch campaign created by Draftfcb Ulka was focused on establishing 99acres.com as the one place to log on to for the best properties and deals. With time, however, a plethora of new entrants have entered this space. Therefore, the task of the next phase of communication was to showcase the various possibilities that the site offers in terms of buying, selling and renting properties.

DraftfcbUlka’s latest campaign therefore brings this message to life in an engaging manner which not only resonates with the young audience but also entertains them.

Commenting on the campaign, Sumeet Singh, Senior VP - Marketing and Corporate Communication, InfoEdge India, said, “This is a tactical TVC and has been executed in a manner that appeals to both 35+ audiences as well young working professionals. An entertaining plot has been used to subtly inform our users about 99acres.com being a one-stop solution for all their property related queries”

Sanjay Sharma, Creative Director, DraftFCB Ulka Delhi, talking about the campaign, said, “It’s a topical thing. Everyone is talking about rent, buy and sell. We just took it as a tactical exercise for the brand and have done it in a more engaging and entertaining manner.”

The TVC uses an interesting set-up of a young man meeting his prospective father-in-law. With a healthy dose of humour weaved in, the film plays up the true to life insight that a father’s foremost concern is: whether the man proposing to his daughter owns a house or not. The commercial goes on to show the protagonist winning over his difficult to please father-in-law with the help of solutions provided by 99acres.com.

All three offerings from 99acres.com have been intricately woven into the script to highlight the gamut of services. The communication very effortlessly puts across the message that 99acres is the place to go to when looking for properties to rent, buy or sell. ‘Sochna bhi mat’ is a key line that is used and one gets to see different connotations of it in the film. Hence the brand would continue with the theme of ‘Sochna bhi mat’ across other mediums as well, playing it up differently depending on the possibilities attached with each medium.

Sanjay Tandon, Chief Operating Officer, Draftfcb Ulka Delhi, said, “One of the important aspects of online brands is the need to project differentiation through brand personality. A charming insight coupled with a delightful storyline helps progress the brand 99acres.com in this short film.”

The commercial was first released on social networking platforms like Youtube and Facebook and has also been sent out as an exclusive preview for the registered users of 99acres.com.

The TVC:

[youtube]http://www.youtube.com/watch?v=2raaZxApffs[/youtube]

Credits:

Client: Info Edge (India) Brand: 99acres.com

Agency: Draftfcb Ulka, Delhi Creative Director: Sanjay Sharma

Servicing: MN Damodaran, Nidhi Agrawal, Harshit Arora

Film Production Executive: Mazhar Khan Production House: Boot Polissh Films Director: Siddharth Sikand

Info@BestMediaInfo.com

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