In order to consolidate and reinforce its position as the No.1 property site in the country, MagicBricks.com has launched its TVC recently. The ad mirrors the sweeping change that the Internet has brought about in the realty space. A young man’s search for his perfect home is made extremely simple by logging onto MagicBricks.com. The TVC has been made by Mudra Delhi. The tagline of the TVC is ‘Ghar baithe ghar dhoondo’.
“There has been a paradigm shift in the realty space. Earlier, it was only old people who are about to retire, who thought of buying a home. Now, youngsters are anxious to buy a home. Today a girl seeks a guy who is not living with his mother, but has his own house, car and all the amenities of modern living — it increases his market value,” remarked R Sundar, President, Times Business Solutions.
“MagicBricks.com has attained leadership in just under nine months with its unique innovations and its superior product and services. The new TVC is an attempt to drive more people to MagicBricks.com, thus empowering them with a combination of the Internet’s transparency and responsiveness, with the convenience of executing brick-and-mortar deals from the comfort of their home,” added Sundar.
The Internet penetration and New Age thinking has seen a surge in the number of people logging on to real estate sites. The strategy of this campaign is to establish MagicBricks.com;s supremacy as the property portal that provides the best deals on a variety of living options.
The TVC shows a young man, who seems to be napping at home, and is caught off guard when his boss calls him up on his mobile. He tells his boss that he is searching for a home, and therefore won’t be able to come to office. He even swears by his wife that he was not fibbing about his house hunting. The camera then zooms onto his laptop, where it shows him actually surfing the MagicBricks.com site, with the tagline ‘Ghar baithe ghar dhoondo’, which literally means ‘Sit at home, find your home’.
Sundar said, “The target audience for this campaign are young home-seekers in the SEC A and B categories, as well as the real-estate community of developers, builders and brokers who are seeking to find them. The commercial is currently being aired in major networks in Hindi and regional languages, including Zee Cinema, SET MAX, Star News, NDTV 24x7, Times NOW, NDTV India, NDTV Profit, Zee Business, CNN IBN, Aaj Tak, Headlines Today, Tez, Dilli Aaj Tak, Zoom TV, SS Music, SUN TV, Udaya TV and Gemini TV.”
He further explained the response from this site has been good. Within a year since its launch, the site has already emerged as the most user-friendly property site in India, as adjudged in a recent user perception survey of 121 most popular websites in the country by online research firm JuxtConsult. This has also been reflected by the site clocking over six lakh pageviews in a day.