In a bid to cut through the clutter, real estate portal Makaan.com has come up with a new viral campaign to position itself as a complete real estate solutions provider. The viral campaign combines two of the biggest passions in India – cricket and Bollywood – to give a ‘Kahani Mein Twist’.
The concept is the brainchild of Puneet Goyal, Brand Manager, Makaan.com, while the creative duties are being handled by Design Mechanics under the stewardship of Chief Creative Officer Nitin Ahlawat and his team. The portal is currently concentrating on the top 13 cities of India – Delhi, Mumbai, Kolkata, Bangalore, Chennai, Hyderabad, Ahmedabad, Pune, Chandigarh, Jaipur, Indore, Kochi and Ludhiana.
The viral has been given the typical Bollywood potboiler touch with the punchline ‘Kahani me twist’, using caricatures of Sachin Tendulkar and Amitabh Bachchan. In tongue-in-cheek manner ‘Tendulkar’ mouths the well-known dialogue from the movie ‘Deewar’, albeit with a twist – “Aaj mere pass daulat hai, shauhrat hai, Ferrari hai, advertisers hai, scores of 90s in cricket, and a French beard” – yet he is unhappy.
The ‘Bachchan’ character too laments that he has wealth, fame, Rolls Royce, advertisers, the best daughter-in-law, Amar Singh, satellite phones, a French beard, but he, too, is unhappy.
The reason for the two icons’ unhappiness is the unavailability of a good residential place in Mumbai that has forced both to stay in hotels. As the two head to their hotel, enters ‘Shashi Kapoor’ and in his characteristic drawl announces that he has ‘maaa …. kaaann’. The voiceover wraps up the viral with ‘No matter who you are or where you are, we will find the right home for you’.
Aditya Verma, Business Head, Makaan.com, said, “We are clearly seeing a growth in the number of people using the online medium to search for property. Most of these belong to the Tier I and Tier II cities that spend a lot of time surfing the Net and have reasonable disposable incomes to fulfill their needs. Our aim is to maximise the number of people who visit the site and get accustomed to it.”