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Magicbricks NOW lines up Rs 20-22 crore for launch marketing, Publicis to handle creative duties

Magicbricks NOW lines up Rs 20-22 crore for launch marketing, Publicis to handle creative duties

Author | Abid Hasan | Thursday, Oct 29,2015 8:14 AM

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Magicbricks NOW lines up Rs 20-22 crore for launch marketing, Publicis to handle creative duties

Times NOW officially launched their much-awaited property-based channel named ‘Magicbricks NOW’ with a tagline Be Un-confused. The soft launch happened a month ago and test run was on. The channel is on air and will start commercial beaming from November 1st.

Magicbricks NOW has planned a strong internal promotion and marketing campaign line-up. All these campaigns will be out after Diwali. M K Anand, CEO & MD, Times Network, informed that Publicis and Bobby Pawar will handle all the campaigns and creative project of Magicbricks NOW.  

Sources suggest that the channel will spend around Rs 20-22 crores for their marketing. The group will promote it on all its channels and print offerings. There are plans to promote it in movie theatres and also on Hindi GEC channels.

Also read: Times Network rechristens upcoming property channel to Magicbricks NOW, to launch on Nov 1

Sharing his thought behind this new channel, Anand said, “This is an off-shoot of the Times NOW and ET NOW news factory that we have in-house which is instrumental in producing India’s number one general and business news channel.

Anand feel this category of Infrastructure, Urban Development, and Real Estate has the potential to spark of to similar debates in a specific area of greater interest to individual consumers.

The channel has got four leading sponsors on board, with Magicbricks as the leading sponsor, three developers, Hiranandani Developers, Mantri Devlopers, Lotus Greens are on board for this channel.

Before the launch, the channel has done in-depth and multi layer research in this sector among different cities. The channel will showcase programmes of cities like Hyderabad, Pune, Chennai, Mumbai, New Delhi, Kolkata initially and also focus on tier ii and iii cities. The channel will be available on all DTH and cable platforms and present pan India.

Magicbricks NOW will have different content for their viewers based in different cities. The channel has got license under news genre and will cover all the happenings in this domain, from public grievances to advising consumers and informing them about the challenges and opportunities in the real estate sector.

The channel is tapping all the leading cities with has potential and in order to keep a tab in the Hindi speaking market some of their shows will be bilingual.

When asked about his expectations in terms of ratings, Anand didn’t share any numbers but he is expecting this channel to get ratings that will leave behind all other English news channel, excluding Times Now on the parameter of time spent.

Anand also shared that the aim of this channel is to be more of a real estate consumer channel and not an investor channel. He also added that they have booked around 60 % of the inventory and will come at break even in three to four months.

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