Magicbricks stays wacky but changes tack

The new campaign, conceptualised by RK Swamy BBDO, is different from previous campaigns in that it targets 'sellers' instead of 'buyers'

BestMediaInfo Bureau | Mumbai | August 14, 2014

Click on the image to watch the TVC.

Property portal, Magicbricks.com, has released a new TVC that continues the story of the weird salesman vs the good friend from Magicbricks.com. The campaign, conceptualised by RK Swamy BBDO, not only talks about the new benefits of Magicricks.com, but also serve as a good reminder of the previous leg of the campaign. The TVC is also different from the earlier ones as it targets the 'sellers' unlike the previous ads which were aimed at the 'buyers'.

Explaining the rationale, Sunil Kukreti, Senior Partner, RK Swamy BBDO, said, “The key issue to be addressed in the TVC was how to attract sellers to post their property for sale on Magicbricks.com. The format of the TVC was to make a completely bizarre statement in the context of selling property which tickles the viewer and gets quick attention and recall. This TVC being a part of a series, it maintained the 'over the top' tonality of the other TVCs.”

The 20-second TVC starts with the weird salesman duping his customers by inventing a latest selling gimmick, 'Property Perfume', which, when sprayed on your property will attract buyers 'jha-pack!' Refuting this nonsensical solution, the Magicbricks.com anchor explains how in a simple '2-Step Property Listing' on the portal, thousands of buyers can be found – that too for free!

The campaign will run across top TV channels including GEC, Movies, Infotainment, Music, English Entertainment, News, Business News and regional channels including Tamil, Telugu, Kannada and Marathi.

Sudhir Pai, Business Head, Magicbricks.com, said, “Probably for the first time in the category, there is an ad which is aimed at owners and landlords wanting to sell their properties. This campaign is an affirmation of our intent to invest in our brand and to penetrate deeper into the category. Our focus remains on aggregating quality traffic and buyer profiles on Magicbricks.com.”

The TVC:

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

Credits:

Creative Agency: RK Swamy BBDO

Agency Head: Ajit Shah

Creative Director: Ankur Suman

Copywriters: Ankur Suman, Rashmi Ambastha, Pankaj Bora

Art Director: Ajmer Pratap Singh

Client Servicing: Sunil Kukreti, Shalini Sen, Mohnish Assudaney

Planning: Arnab Chaudhuri, Ankur Saxena

Director: Gajraj Rao

Production House: Code Red Films

Info@BestMediaInfo.com

Info@BestMediaInfo.com