MagicBricks.com’s new brand campaign spans television, print, mobile, online and social. The campaign features “Rajan” as the face of the brand. Rajan is a 35-year-old property seeker whose been a regular user of MagicBricks.com. Thereby, he has picked up some idiosyncratic traits, which exemplify the most important needs that a typical property seeker seeks from his property portal.
Rajan is a self-made man; confident of what he wants and not hesitant to speak his mind. Our man is obsessed with options. He is used to getting the maximum options of the best properties on MagicBricks.com. This is the central idea behind the first film, where Rajan with his wife and younger brother goes to a prospective bride’s house. His wife and brother are sold on the girl and are convinced that she is the one. That’s when the penny dropping moment comes as Rajan nonchalantly asks for more options!
Sudhir Pai, Business Head, MagicBricks.com says, “We’ve chosen to develop a positioning around “choice of properties”. Not only is such a positioning unique within the category, but it also resonates with the primary need of an online property seeker. MagicBricks.com by virtue of being India’s No. 1 property site, is in the best position to fulfill this promise of “manpasand properties ke sabse zyada options” (the most options in the properties you desire). We wanted to create a character through this film that our target segment (SEC A+ to B, 25–45 male) can relate to. Someone like a ‘been there done that’ elder brother, whose wisdom you can trust for all major decisions in life – Rajan.”
Ujjal Sinha, Creative Director and CEO, Genesis Advertising, who has been making ground-breaking films for over 25 years, feels the commercial will work well for the brand and will have a good recall. “Rajan's quirky wisdom will work wonders for the brand. It was a wise decision to have a brand mascot who's not over-exposed. Despite the clutter, I firmly believe that the audience will love Rajan, and the simplicity.” he says.
The film has been made directed by National Award winning filmmaker Abhijit Chaudhuri of QED Films who has created over 500 commercials spanning diverse industries. He is commonly referred to as the legendary “Dadu.”
We never wanted to cast a star for Rajan’s character, because we firmly believed that we needed a fresh face to be identified with the brand - who’s also a powerful actor. We have cast Mir Afsar Ali as Rajan. Mir might not be a known face, but he is a super successful RJ, who also hosts a very successful stand-up comedy show named after him. But, most importantly, he is an effortless actor, with impeccable comic timing.
The MagicBricks.com TVCs will be aired in five languages, Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi and Bengali.