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99acres asks users to choose wisely

Conceptualised by JWT Delhi, the campaign talks about the importance of checking all options before buying or renting a property

BestMediaInfo Bureau | Mumbai | November 25, 2014

99acres-TVC Click on the image to watch the TVC.

Info Edge’s real estate web portal, 99acres.com, has come out with a TVC implying the importance of authenticating every detail of the property one is interested in. Conceptualised by JWT, the ad talks about the innumerable options available on the website which help people choose the right properties easily.

The TVC shows a playful conversation between a husband and wife in their living room. The husband is seen asking his wife if she’s thinking about Kalyan. In a mesmerised tone, the wife says yes and in turn asks him, “It’s Shobha that you’re thinking about right?” In complete awe of Shobha, he accepts that he finds Shobha lovely. While they continue to talk, the mother-in-law, who is over-hearing their conversation while chopping vegetables, looks amused. The wife then quickly adds that while she loves Kalyan, she can’t stop thinking about Mahesh and Amrit. The husband tells her that she should stop checking everyone out. Right at that moment she springs up and declares that she loves Amrit. The husband too agrees excitedly. The mother-in-law bangs her head on the table in shock.

At the end, it is revealed that ‘Kalyan’, ‘Shobha’, ‘Mahesh’, and ‘Amrit’ are actually names of apartments and residential societies on 99acres.com that the couple is choosing from. The ad ends with a voice-over that advises people to check out all their options before settling down on the house of their choice. The 30-second TVC is being aired across channels.

Commenting on the campaign, Sumeet Singh, Senior Vice-president, Marketing and Corporate Communications, Info Edge, said, “With over 65,000 new listings posted every week on 99acres.com, the portal is able to cater to various needs of different types of consumers. We understand that buying a property is a big decision and to reach the best option, one has to go through or check out many options. Through this campaign, we have used an entertaining plot to subtly inform our consumers to check all available options while looking for property and 99acres.com is a place where one can find maximum options.”

“The campaign, in a lighter vein, captured the idea of delivering a fresh, clutter-breaking creative,” he added.

Sanjeev Bhargava, Managing Partner, JWT, said, “Info Edge as an organisation has always believed in advertising that has an effective message and an enduring appeal. We as the agency understood this well and that is why we took on a relevant business insight, mixed it up with a provocative behavioural insight and garnished it with excellent execution. We firmly believe this will deliver to Info Edge yet another path-breaking communication that will build their business further.”

Sumitra Sengupta, Vice-president, JWT Delhi, said, “The idea was born when we examined what one has to do to avoid missing out. You need to check options.”

The TVC:

[youtube]https://www.youtube.com/watch?v=6YBUMkQDadg[/youtube]

Credits:

Client: Info Edge

Creative Agency: JWT, Delhi

Managing Partner: Sanjeev Bhargava

Executive Planning Director: Shujoy Dutta

Creative Team: Sumitra Sengupta, Sundeep Sehgal

Client Servicing: Neetika Aggarwal, Akshat Singh

Account Director: Anusheel Chowdhury

Info@BestMediaInfo.com

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