The MagicBricks.com theme campaign is firing on all cylinders and capturing TV, Print, Radio and Online audiences – working in sync to deliver the integrated theme campaign message.
The Brand Promise from the second TVC is – MagicBricks.com, through its features, can help users find the right house and make the right investment. MagicBricks feels the TV commercial will make an immediate connect with its audience, given that it is based on a very topical issue of inflation.
Once again featuring Rajan, the main character of the campaign, who is seen responding “Badhta hai to badhia hai” (good if it rises) in a set of scenes that depict him completely unruffled by the impending inflation scenario, much to the amazement of others.
Both TV Commercials can be viewed here:
TVC 1 The “Options” Ad
TVC 2 The “Inflation” Ad
Sudhir Pai, Business Head, MagicBricks.com said: “The 1st commercial – “Options” – will continue to remain our lead commercial and will continue to run across all channels. Several consumer studies has told us that the second commercial on inflation will be much appreciated by the “investment-minded” property buyer segment of our target consumers…this segment of users has loved the new commercial. This is a very important segment for Magicbricks. In line with their media consumption, you will therefore see a heavier tilt of this commercial on the News & Business channels”
The TV Commercials are now running in full rotations on over 35 channels covering 6 Languages – thereby making a substantial impact. The list of channels include Times NOW, ET NOW, Movies NOW, Sony Entertainment, SAB TV, Zee Cinema, Zee Classic, Zee Action, Zee Premier, Movies OK, Aaj Tak, Tez, NDTV India, Zee News, News 24, NDTV 24×7, Headlines Today, Zee Business, National Geographic, History TV18, Sun TV, KTV, Gemini, Udaya Movies, etc.
Radio was launched with teasers and is being followed by a revealer and a heavy burst of radio communication – covering RJ Jocktalk, content integration & spots. This airplay is very heavy on Radio Mirchi during weekdays (which is the leading station in almost all the 8 cities focus cities).
The Radio Spots can be accessed here:
Radio Spot 1
Radio Spot 2
Radio Spot 3
Radio Spot 4
Radio Spot 5
Print and Display ads were initially designed with the aim to build Rajan as a ‘mascot’ and “Options” as a positioning plank for MagicBricks.com; the current phase of ads are taking this thought ahead and show MagicBricks.com as being able to provide maximum options for different property needs of buyers – for different types of property, for different localities within a city and for buyers who search homes based on distances to key facilities. The idea is to strongly communicate that no matter what kind of property need you may have, MB will deliver the maximum options of homes for every need.
Online Promotion Activity for the campaign has covered all major portals and websites – having even “road blocked” entire sections on high traffic websites of relevance such as Yahoo! Finance, EconomicTimes.com, TimesofIndia.com, NavBharatTimes.com and Yahoo!Mail. The MagicBricks.com website itself features the mascot Rajan, leaning nonchalantly against the logo.