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Where’s the land for the Taj Mahal?
The first ever TVC launched by real estate portal 99acres.com is based on the humorous concept that even Shah Jahan, if he had been living today, would have found it difficult to find a reasonably sized plot of land to build the Taj Mahal
Did the great Mughal emperor, Shah Jahan, have a problem finding land to build the Taj Mahal? Probably not. But if he’d been around today, he would have for sure.
99acres.com, the real estate portal from the house of Naukri, has woven a story around Shah Jahan, using a humorous approach, in its first ever television commercial.
Sumeet Singh, national head, marketing and corporate communication, Info Edge (India), says, “The TVC is based on the insight that in the present time, it’s very difficult to find a piece of land to build your dream home. People often spend their life looking for one.”
Queen Mumtaz is in a sad mood because she has not got her Taj Mahal |
A broker with a laptop assures Shah Jahan of a dream home for his Queen |
99acres.com Buy. Sell. Rent |
Singh says, “We have been present in the market for the last two years, and we thought this is the right time for brand building. Through this TVC, we wanted to reach out to all three communities – buyer, seller and broker. So, we needed a concept that has universal appeal. What’s better than Taj Mahal?”
The agency was briefed to work on a concept that had universal relevance. That’s when it thought of using the Taj Mahal, a universally admired and loved monument, as a proposition.
“Besides, for the common man, his house is no less than a Taj Mahal, so it served a dual purpose,” says Sanjay Sharma, creative director, FCB Ulka, who conceptualised the film.
Sharma says, “The film depicts shortage of space in a humorous manner. The idea of building a Taj Mahal seems out of the question today and the TVC portrays that aptly.”
99acres.com was launched by Info Edge (India) in September 2005. It is a web portal for buying, leasing and selling all types of residential and commercial properties across the country. The website enables easy access to netizens and allows direct connect with developers, brokers and individuals in cities all over India.