Real estate portal 99acres.com has unveiled its first TV commercial. The TVC has been created on a simple concept of ‘If it’s out there, it’s in here’. With the Taj Mahal as the background, the concept lays emphasis on the availability of any and every kind of property, whether for sale or rent, on 99acres.com. The TVC has been done by FCB Ulka.
Commenting on the release of the TVC, Sumeet Singh, National Head-Marketing, Corporate Communication and Strategic Alliances, Info Edge India Ltd, said, “Our challenge was to find a topic that could connect with people nationally and was relevant to the category. We wanted the topic to be evergreen and be larger-than-life in its appeal. The Taj Mahal seemed perfect to us, because apart from its timelessness, it is the current flavour. Set against the monument of perfection, the TVC has subtle humour and is the perfect mix of communication that is relevant, refreshing and appealing.” 99acres.com was launched by Info Edge India Ltd in September 2005.
Set in the 21st century, the TVC has the Mughal emperor Shah Jahan and his beloved wife Mumtaz as the protagonists. Nothing has changed in their world, except that the old Shah Jahan living in today’s time zone has still not managed to build the promised Taj Mahal, due to lack of land. A miffed Mumtaz never misses an opportunity to remind the emperor and mock him over his unfulfilled promise of the past 400 years.
The humour is subtle, and shows the emperor’s court in session desperately looking for the right property. In a humorous fashion, the film depicts how difficult it is to find a plot in today’s time.
According to Sanjay Sharma, Creative Director, FCB Ulka, “The film is a take-off on the shortage of space and exaggerates the concept of what if the epitome of love -- the Taj Mahal -- was to be built today. In my mind, the use of very old people makes the film endearing and enjoyable.”
The commercial ends with a broker walking in with his laptop, and logging on to 99acres.com. The commercial aims to communicate the ease of finding property through 99acres.com to builders, brokers and consumers. It will be aired across Hindi and vernacular news channels.