Magicbricks.com continues the story of property myth busters with sequels
The latest TVCs closely follow the release of the vulture vision campaign, and have been created by RK Swamy BBDO
Sohini Sen | Mumbai | March 24, 2014
Click on the image to watch the TVC.
Following closely on the heels of their 'Giddh ki Aankh' (vulture vision) campaign, Magicbricks has released two more TVCs to extend the story forward. Created by RK Swamy BBDO, the first campaign was a humorous take on how brokers fool people interested in buying property by making them do funny things like approach everything through vulture-like vision.
Taking the story forward, the first of the two new TVCs shows the same broker trying to introduce Hudumba to interested parties. When people cannot afford a particular property, Hudumba comes and slashes the price – he is that strong.
The second TVC shows a secretive Bond who will give you all the inside information and details about the property you want to purchase, which will make your property hunting much easier than before.
However, it is then that the Magicbricks guy comes and busts all such myths. He says that in the real world, neither a Hudumba nor a Bond would be there to help you. What you can, however, always depend on is the Magicbricks portal which will lead you to the right purchase at the right price. It ends with the voiceover reiterating the message: 'Property Sahi, Milegi Yahin'.
Sudhir Pai, Business Head, Magicbricks, said, “We wanted to build up the campaign but tell the same story about how Magicbricks is the place to get the correct property information. While the first TVC was more about not missing a good house, the second and third one focus more on rates and research – both of which Magicbricks provides for the user.”
The campaign, just like the previous TVC, will also be extended to radio and digital. There will also be some print and OOH amplifications to build a lasting impact.
Ankur Suman, Creative Director, RK Swamy BBDO, explained, “Research showed that people saw property portals as a tool to find the right property information. We created an emphatic tagline and decided to position Magicbricks as the portal which helps you to choose right. As a category also, portals are youthful and wacky. So we needed to do something humorous and yet something which creates top of the mind recall. We also included a detailed product window which is well explained and well designed, showing the different features of Magicbricks.”
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