The new TVC, created by JWT, targets sellers and promotes the hassle free usage of the selling platform at the real estate portal
BestMediaInfo Bureau | Mumbai | September 10, 2015
99acres has unveiled its new TVC highlighting how the real estate portal helps sellers in the property market. The ad, created by J. Walter Thompson, went on air on September 8, 2015. This is the third ad launched by 99acres in the last one year, the previous two targeted property buyers and renters, respectively. The new ad targets sellers and promotes the hassle free usage of the selling platform at 99acres.com. The campaign includes digital as well as ATL exposure.
The TVC shows a man who eagerly wants to sell his property and can’t help but think about it constantly. While giving the measurements for clothes to a tailor, when the tailor asks the man on his preferred side for a pocket, he involuntarily gives details of his apartment, saying “South West Facing”.
The next scene shows the man enter a lift where the guard asks him which floor he would like to get down at, to which the man answers, “Italian Marble”, as he’s still preoccupied with thoughts about his apartment.
The last scene has the man in a parking garage where he encounters two women lamenting over a ‘flat’ tyre. The man offers his two cents by giving the details of his apartment and asking the women whether they’re interested in buying it.
The ad gets to the heart of a man who only has one thing on his mind – selling his apartment. The commercial is both endearing and humorous as one feels for the man obsessed with selling his house. The TVC ends with a voiceover addressing the man and urging him to sell his property on 99acres.com, where he can find genuine buyers with ease.
Commenting on the campaign, Sumeet Singh, Executive Vice-President - Marketing and Corporate Communications, Info Edge, said, “The concept not only aims at builders or developers, but also the owners wanting to sell their properties. We understand that selling property is a difficult task and to reach a genuine buyer is more challenging. Through this campaign, we are reaching out to owners/ sellers as we continue to position 99acres.com as a one-stop solution for all their property related queries.”
Sundeep Sehgal, Associate Vice-President, JWT Delhi, added here, “The film plays up a simple insight that when you have an important matter at hand, you can get preoccupied with it to the point of obsession. Preoccupied with selling his property, the protagonist inadvertently gives details about his home, much to the bewilderment of people around him, thereby setting up a humorous contrast.”
Creative agency: J. Walter Thompson
Vice-President & Executive Planning Director: Shujoy Dutta
Associate Vice President & Sr. Creative Director: Sundeep Sehgal
Copy writer: Neha Banga
Vice-President & Client Servicing Director: Neetika Aggarwal
Associate Vice-President & Client Servicing Director: Akshat Singh
Account Director: Anusheel Chowdhury