Quikr, India's number one classifieds marketplace, today launched a new TV campaign around the concept of Maximum Selling Price (MSP) which helps buyers and sellers arrive at an optimum price range for their pre-owned products. Quikr's MSP ad is currently live on YouTube and will be on broadcast on television from February 26th 2014.The campaign has been conceptualized by Scarecrow Communications and has been directed by Naren Multani.
The film opens on a picturesque jetty in Goa. A ferry, filled with colourful carnival people, tourists and locals is about to leave. Pedro, a quintessential Goan, is supervising the loading of his car onto the ferry. Handing over a note (address) to the ferry man, Pedro tells him to deliver his car to one Mr. Fonseca, as he has sold it to him.
As the ferry man takes the address and runs back to the ferry, a voice calls out to Pedro. It's Murli, who had been fishing nearby. In a characteristic mocking tone he laments, "What re Pedro sirf 40,000 mein gaadi becha? MSP pebechta to jyada kamata!" Pedro is taken aback. Murli, then, with the help of his tablet, shows him the MSP calculator on Quikr.com, which shows Pedro's car could have got an MSP of Rs.1,50,000.
The number strikes Pedro like a bolt as he screams 'DEDH LAKH'. What follows next is a hilarious chase sequence, since the ferry has already left the jetty while the two have been talking. The funny part is the bizarre-bicycle mounted boat Pedro and Murli use for the chase. As they pedal hard, Pedro also screams his lungs out, making a hilarious/emotional request to the ferry driver, "Vasco, u-turn maar, u-turn maar, nahi bechega itne kum mein". Somehow, they catch up with the ferry and clamber up. A relieved Pedro makes a declaration "MSP pe hi bechoonga car". As he presses the POST FREE AD button on Murli's tab, instantly, an MSP TAG (with price Rs.1,50,000) sticks onto the car followed by hordes of potential buyers running to him with money. As Pedro gleefully counts money Murli signs off saying 'No fikar, bech Quikr!"
Pranay Chulet, CEO, Quikr says, "India is a very value conscious market and the sensitivity to price applies to both the sell side and buy side of any transaction. Sellers want to get the best price for whatever they are selling and, at the same time, the buyers also want to know what is a reasonable price for whatever they are buying. The problem in used good transactions is no one knows what the right price is. MSP gets to the heart of the problem and reduces the uncertainty that sellers and buyers face in these transactions. It's a price guideline based on enormous amounts of market data, we think it will change the way India buys and sells used goods."
Aparna Mahesh, Brand Head, Quikr says "Price and value will always be an important part of the Indian narrative. We believe a powerful tool like MSP will help overcome the inertia when it comes to selling old stuff lying at home. It will also make the entire process of selling/buying pre-owned goods more informed and less random. And the fact that MRP is so well ingrained in the minds of the people will make it easier for them to understand and appreciate the concept of MSP quikly. "
Raghu Bhat, Founder Director, Scarecrow Communications says, "There is a lot of information this communication needed to convey. It had to explain what MSP is, how it benefits consumers and how to access MSP. One way to do that could have been an infomercial. But we chose to say this in an engaging plot that has many 'unexpected' moments. We cast the supremely talented Marathi stage actor - Abhijeet Chavan as he could essay the 5 moods - indifference, interest, surprise, anger and happiness within 35 seconds. We think the image of 2 guys pedaling furiously behind a ferry is something viewers will definitely remember and enjoy. Even the shoot had an unexpected moment. During the water pedaling sequence, we spotted a crocodile in the waters! Thanks to the croc, we got some very realistic shots of Murli and Abhijeet pedaling furiously!"
Television, radio and the internet will be used extensively for this campaign. Quikr has built a top-of-mind recall in the past two years through its unconventional campaigns and casting like Bob Biswas and Murli Sharma as the inspector who wants to sell his old stuff in the midst of a riot!
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