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MagicBricks plays the ‘choices’ card in new campaign

27-February-2013
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MagicBricks plays the ‘choices’ card in new campaign

Property portal MagicBricks has launched an extensive marketing campaign that 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 who has been a regular user of MagicBricks. Thereby, he has picked up some idiosyncratic traits, which exemplify the most important needs that a typical property seeker seeks from his property portal, shared an official release.

Sudhir Pai, Business Head, MagicBricks said, “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.”

“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,” he added.

Rajan is a self-made man; confident of what he wants and does 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. 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!

Ujjal Sinha, Creative Director and CEO, Genesis Advertising shared 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 said.

The film has been made directed by Abhijit Chaudhuri of QED Films.

Mir Afsar Ali has been cast as Rajan. Mir might not be a known face but he is a successful RJ and stand-up comedian.

The MagicBricks TVCs will be aired in various languages, namely, Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi and Bengali.
 

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