India's Magicbricks has just launched a new integrated campaign across TV, Digital, Radio and several others mediums.
Moving ahead from last year’s positioning around “Maximum Options of Listings,” the current campaign carries a tagline “Property Sahi Milegi Yahin” – and you will notice that the campaign aims at establishing a position that “MB helps you decide on the right property.” Since the category and user needs have evolved, a different clutter-breaking creative execution has been launched with the 1st film – “Giddh ki Aankh” (Vulture Vision).
The film shows an Indian joint family tired and despondent with their search for their dream home - a weird salesman appears and commiserates with their predicament and offers them “Vulture Vision Goggles” that promises to give them a “Bird’s Eye View.”
The family looking ridiculous in these feathered goggles are saved from this insane predicament by the Magicbricks’ anchor who explains to them how "Magicbricks helps them make the right decision" and find the correct property.
“The campaign will feature multiple films, which shall work in tandem. As the end-user gets exposed to multiple films, he should be better able to appreciate the characters and the theme as it evolves. The campaign is expected to last several weeks and will consolidate Magicbricks’ position as a strong deserving market leader in the category.” says Sudhir Pai, Business Head, Magicbricks.com