Magicbricks says 'Pata Badlo' with Ayushmann Khurrana and Kriti Sanon

Conceptualised by RK Swamy BBDO, the 360-degree campaign will run across TV, print, outdoor, digital and social media

e4m by exchange4media Staff
Published: Aug 31, 2019 7:51 AM  | 3 min read

Magicbricks has launched its new campaign ‘Pata Badlo’ featuring actors Ayushmann Khurrana and Kriti Sanon.

The 360-degree brand campaign aims to inspire and resonate with millions of property seekers, who are looking for a change in address through buy, sell or rent.

It will run across TV, print, outdoor, digital, social and radio mediums.

Conceptualised by RK Swamy BBDO, ‘Pata Badlo’ reminds home buyers that an address reflects growing ambition, progress and achievements. The campaign also signifies that a change of address comes with a promise of a better future and hence the tagline ‘Pata Badalta Hain Toh Bahut Kuch Badalta Hain.’

Speaking on the strategic thought behind the campaign, Prasun Kumar,Marketing Head, Magicbricks, said, “Magicbricks as a brand has always been a friendly expert advisor to property seekers. We have always believed that property seeking is an emotional journey and hence as a brand our storytelling has always focussed on the emotive pay-out to consumers through warm stories. Our narratives therefore have always stood out as the category narrative has largely been transactional. Our new campaign has a strong consumer insight at the center and coupled with brilliant execution, it will hopefully be liked by all segments of property seekers.”

Ankur Suman, Partner and Executive Creative Director, RK Swamy BBDO, added, “For any online business, the real challenge is to cut through the clutter and make an indomitable top of mind presence in the consumer’s mind. When it comes to online real estate, the job is even tougher. So as a category leader, the onus was on Magicbricks to explore new dimensions and perspectives through its communication. National Award winning actor Ayushmann Khurrana, and a houseful of talent, Kriti Sanon have added a lot of life to the campaign with their power-packed performances and lively presence.”

For both the actors, it was a reunion of sort after the success of the film ‘Bareily Ki Barfi.’

Ayushmann, who got the news of his National Award in the midst of the ‘Pata Badlo’ shoot, instantly connected with the campaign thought when it was narrated to him.

The campaign was a reflection of his journey from Chandigarh to stardom in Mumbai via Delhi. The actor has changed three houses in Chandigarh, two in Delhi and almost three in Mumbai and said that the biggest aspiration of any individual is to have a house of his own.

Kriti said that ‘Pata Badlo’ campaign somewhat resonated with her journey from Delhi to Mumbai. Having first stayed in Mumbai on rent, Kriti always wanted to have her own house in the city.

With ‘Pata Badlo’ campaign Magicbricks steps up ahead of the festive season as it aggressively chases traffic and revenue growth.

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