House hunting & #BANNER1 & # on a 15 inch computer screen is a reality most people are aware of, but not keen to try. Times Business Solutions launched an online property site called MagicBricks.com about nine months ago. It has now launched a television commercial for the website with the help of its advertising agency, Mudra Communications, Delhi.
"In a short span of time, we have witnessed a great response and now MagicBricks is consolidating," says Rajat Gandhi, head, marketing, Times Business Solutions. That's why there was a need for a TVC - to spread awareness among buyers, especially young urban buyers.
The campaign is targeted at young home-seekers in the SEC A and B categories, as well as the real-estate community of developers, builders and brokers, which seeks to find potential customers.
OS Radhakrishnan, group head, Mudra, Delhi, says that the crisp communication is based on the insight that people always present lame excuses for not attending office. That is the situation they have tried to create in the ad. "We deliberately used the word 'goli' in the ad, which is a very popular term among this target audience. It means false excuses," he reveals. Interesting things such as a portrait of the man with his wife establishes the mindset and aspirations of this target group.
With this TVC, MagicBricks.com is the only real estate portal that has made its presence felt in the television medium. Some other names in this category are Indiaproperty.com and 99acres.com. Through this campaign, the company hopes to consolidate its position as the number one in the category.
The commercial is currently being aired on channels such as† Zee Cinema, SET Max, STAR News, NDTV 24x7, Times Now, NDTV India, NDTV Profit, Zee Business, CNN-IBN, Aaj Tak, Headlines Today, Tez, Dilli Aaj Tak, Zoom TV, SS Music, Sun TV, Udaya TV and Gemini TV.
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