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Quikr plays on a superhero's dilemma

Conceptualised by Scarecrow, even though the campaign is for the ongoing India-Australia cricket series, the objective is to position Quikr as the best place to sell old mobile phones through top-of-mind recall

BestMediaInfo Bureau | Mumbai | October 14, 2013

Click on the image to watch the TVC.

Online classifieds leader, Quikr, has launched a new campaign for the ongoing India-Australia cricket series. The objective is to position Quikr as the best place to sell your old mobile phone. The campaign has been conceptualised by Scarecrow Communications. The ad has been directed by Naren Multani who also helmed the earlier Quikr campaigns.

The film features a superhero landing on a roof, clutching a mobile phone. Looking at his hassled expressions, a cable TV operator who is installing an antenna on the roof asks him what the problem is. The superhero launches into a tirade against his tailor saying that in spite of getting 5 metres of cloth to design his costume, he didn't even make one pocket. Not even a chor pocket! The cable TV guy tells him to sell his mobile on Quikr. Instantly, a crowd of potential buyers appear on the rooftop and start badgering the superhero for his phone.

Pranay Chulet, CEO, Quikr, said, "Electronics in general and mobiles in particular have great traction on our site. Youngsters are constantly looking to upgrade and getting a good price for old phones makes it easier to do so. As a brand we've never been shy of challenging the norms and doing ads that will not fit textbook advertising but resonate with the locals. That is the difference between the thinking of a homegrown business with deep local expertise and the thinking of a multinational. And that is the reason we are the No. 1 player in the online classifieds space both in terms of traffic as well as listings."

Raghu Bhat, Founder Director, Scarecrow, commented, "Quikr may not be on air throughout the year. But the people's need for an online classifieds site that will help sell their old mobiles could occur any day of the year. It's the job of the creative to therefore create high top-of-mind recall and generate sufficient conversations so that the ads get noticed, remembered and eventually get acted upon. We hope that this ad will help Quikr further increase its mobile share."

Television, radio and the internet will be used extensively for this campaign. Earlier this year, Quikr created highly disruptive campaigns on the Sreesanth match-fixing saga and the IPL 'unsold cricketers’.

The TVC:



Brand: Quikr

Client Team: Pranay Chulet, Aparna Mahesh

Agency: Scarecrow Communications

Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Ashok Lad

Account Management: Arunava Sengupta, Amitabh Sreedharan, Ankita Ray, Amruta Tendolkar

Production House: 200notout

Director: Naren Multani

Producer: Hozefa Alibhai

Music: Rohan Vinayak

Editor: Nilesh Girdhar


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