Online real estate site, Magicbricks, today launched its first ever musical advertising campaign named ‘Property Ka Supermarket.’
Through this ad campaign, Magicbricks aims to lift the mood of the consumers by showcasing wide ‘Choice’ of properties and tailor made services it has to offer at each and every stage of the home buying journey. Magicbricks’ data suggests that there has been a revival in consumer sentiments with a 51% rise in property seekers over the last 12 months.
The campaign is conceptualized by RK Swamy BBDO. It features popular television actor Iqbal Khan and model Onima Kashyap as lead protagonists. The 360-degree campaign will run across print, outdoor, digital, social and radio. As the first musical commercial in the online real estate industry, the storyboard showcases the consumer as the king, and how Magicbricks offers a wide variety of choices and makes their home-buying experience hassle-free.
Speaking about the launch, Mr. Prasun Kumar, Marketing Head, Magicbricks.com said, “The campaign is based on a strong insight that when it comes to looking for choices, Indian consumers just can’t have enough. And in a high ticket and involvement category like Real Estate, this comes to fore all the more. Hence, we conceptualized an idea of presenting Magicbricks as Property Ka Supermarket. With this ad campaign, our aim is to reaffirm the brand’s position as ‘Property Ka Supermarket’ offering widest ‘Choices.’ With our bouquet of products and service offerings, we, aim at making the home buying journey of our consumers seamless and memorable and that’s what this new ad campaign is all about.”
The story board revolves around the journey of a young couple in the supermarket as they have decided to buy a home. With exploration of various sections and counters of this unique Property Supermarket, viewers will be able to see them using many features and tools that Magicbricks website offers. The advertisement has a high-energy and hummable song, which blends beautifully with the visuals and makes the journey even more memorable. A warm chemistry between the couple along with the lyrical melody makes the film entertaining as well as endearing. The campaign ends showing the couple cheerful and happy in the dream-home of their choice with tagline “India Finds Homes W ith Us”.
Speaking about the launch, Creative Director Ankur Suman said” To tell a brand's offerings & functions in an entertaining, breezy and yet simple manner is always a challenge. That's why the idea of presenting Magicbricks as a supermarket worked brilliantly for us. It wasn't easy to make words like 3 BHK, construction or ready-move-lyrical and hummable, but the lyricist, Pankaj Bora, did a spectacular job.”
