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Magicbricks adds a touch of emotion to the home search process

The campaign has been conceptualised by RK Swamy BBDO and talks about how the online real estate portal acts as a friendly guide in the house hunting

BestMediaInfo Bureau | Mumbai | February 23, 2015

Magicbricks-TVC Click on the image to watch the TVC.

Magicbricks has launched their new television campaign, titled ‘Do Deewane’, which highlights the ease of house hunting on the portal. The campaign has been conceptualised by RK Swamy BBDO and talks about how the online real estate portal acts as a friendly guide in the home search process.

The 45-second TVC starts with showing a pregnant wife and her husband searching for a property. Together they sit to search for it on the Magicbricks.com website; the wife has few requisites on how the property should be, and the portal helps them to find it easily. It also has features like property location near to schools, hospitals, markets or the Metro. The film shows that hunting for a house can be a pain-free experience, and the process can bring a couple even closer; turning the hunt for a house, into finding a home.

Ankur Suman, Creative Director, RK Swamy BBDO, commented, “We wanted to give our communication tender and softer hues and, therefore, an emotional layering was imperative. The song, ‘Do deewane sheher mein’, serves that purpose perfectly. An important ingredient of the new Magicbricks campaign, this song is arguably Hindi Cinema’s only home search song. Against the backdrop of this song, we wanted to depict a simple, credible story around the ease of searching property on magicbricks.com, without any joke or contrived created device jostling for viewers’ attention. So, this campaign sets the right tone for the brand and acts as the first step to build an emotional bridge between the portal and users, which is quite pertinent to something like home search.”

Sunil Kukreti, Senior Partner, RK Swamy BBDO, added here, “The online real estate portal category is now getting very competitive and the task was to project magicbricks.com as an expert and friendly guide in the home search process. The TVC had to emotionally connect with the consumers while getting across that Magicbricks simplifies the home search process and makes it easy and fun.”

The TVC:

[youtube]https://www.youtube.com/watch?v=S1s5Eh-wbpM[/youtube]

Credits:

Client: Magicbricks.com

Creative Agency: RK Swamy BBDO

Agency Head: Sunil Kukreti

Creative Director: Ankur Suman

Creative Team: Rashmi Ambastha, Deepti Duggal, Pankaj Bora

Client Servicing Team: Shalini Sen, Mohnish Assudaney

Director: Ruchi Narain

Production House: Ruchi Narain Productions

Info@BestMediaInfo.com

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