No need to lie to your boss

MagicBricks.com is a real estate portal from Times Business Solutions. It has just launched a television commercial, which harps on how to find a new home in the comfort of your existing home

House hunting 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 film opens on a man relaxing at home. Suddenly he gets up to find his boss calling on the cellphone.

He opens the window and makes his boss hear the blaring sound of the busy traffic outside.

He pretends hunting for a new home.

VO: “Kasam se. Ab ghar baithe, ghar dhoondo. MagicBricks.com.”

The TVC features a young, married man relaxing at home. He is suddenly awakened by a phone call from his boss. He tries to convince his boss that he isn’t lying and that he has indeed taken a day off to hunt for a new home. He even opens his window to let the external noise in and even swears on his wife’s name to prove his point. Then a laptop is seen beside him on the table. ‘Ghar Baithe Ghar Dhoondo (Sitting at home, find your home)’, the ad conveys.

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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