Magicbricks gives you 'vulture vision' to help find the right house

The property portal's new campaign, conceptualised by RK Swamy BBDO, enlightens people on how it is the best place to search for property and how to go about the search

Sohini Sen | Mumbai | March 13, 2014

Click on the image to watch the TVC.

Vultures are the preying birds we are all scared and awed by. Taking their sharp eyesight into the creative mandate, MagicbBricks.com has launched its newest television campaign called 'Giddh ki Aankh'. RK Swamy BBDO has designed the humorous campaign which moves away from last year's positioning of 'Maximum options of listings'.

“The campaign will feature multiple films which will work in tandem. As the end-user gets exposed to multiple films, he should be better able to appreciate the characters and the theme as it evolves. The campaign is expected to last several weeks and will consolidate Magicbricks' position as a strong, deserving market leader in the category,” said Sudhir Pai, Business Head, Magicbricks.com.

The campaign talks about how only Magicbricks lets you look for any property and the right, or most suitable one, for you. It carries the tagline 'Property Sahi Milegi Yahin', and aims at establishing a positioning that “MB helps you decide on the right property”.

Sunil Kukreti, Senior Partner, RK Swamy BBDO, commented, “Real estate portals as a category give you the opportunity to do some really interesting creative work which can stand out in the clutter. The whole process of closely collaborating with Magicbricks on this campaign was thoroughly enjoyable and it shows in the creative output across all the TVCs, digital, print and OOH.”

The TVC opens with a family looking for property that all of them can agree on. However, as it usually happens, one of them decides against one property while another decides against something else. They are shown to be tired of searching. At this point a weird salesman appears and gives them “vulture vision goggles” that promise to give them the famed bird's eyeview. The family looks ridiculous in them and is only saved when the man from Magicbricks appears and explains how Magicbricks works. It finally ends with him saying: “Magicbricks.com, property sahi milegi yahin' (you'll find the right property here).”

The campaign will comprise multiple films, the first of which has hit TV screens now. Along with television, they will also be extended to radio, digital and several other mediums.

The TVC:

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

Credits:

Client: MagicBricks.com

Creative agency: RK Swamy BBDO

Production house: Code Red

Sohini.Sen@BestMediaInfo.com

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