Top Story

e4m_logo.png

Home >> Advertising >> Article

99acres.com launches new TV campaign

25-November-2014
Font Size   16
99acres.com launches new TV campaign

99acres.com has unveiled its new TV commercial, “Sab Dekh Lijiye, Phir Ghar Lijiye”. Designed with the objective to establish the concept of ‘first check everything before you settle in’, the new 30-second  TVC speaks of the numerous options provided by the portal to help you find the right house to match your needs.

Conceptualised by JWT, the TVC opens with a contemporary husband-wife lying down comfortably on a sofa, and having a playful conversation about who they like. The husband asks his wife if she’s thinking about Kalyan. In a mesmerised tone answering yes, she asks “It’s Shobha that you’re thinking about right?” In complete awe of Shobha, he accepts that he finds Shobha lovely.

While they continue to talk mother-in-law is shown over-hearing their conversation while chopping vegetables in the backdrop. The wife then quickly adds that while she loves Kalyan but she can’t stop thinking about Mahesh and Amrit. The husband tells her that she should stop checking out everyone. In spur of the moment the wife decidedly answers that she loves Amrit, the husband too agrees and says he loves Amrit too. A shocked mother-in-law bangs her head into the table, while it is revealed that ‘Kalyan’, ‘Shobha’, ‘Mahesh’, and ‘Amrit’, are actually names of apartments and residential societies and the couple is actually deciding on a house from the various options available on 99acres.com. Meanwhile a voice over suggests the viewers to check-out all their options before settling down on the house of their choice.

Commenting on the campaign, Sumeet Singh, Senior Vice President- Marketing and , Corporate Communications, Info Edge said, “With over 65,000 new listings posted every week on 99acres.com , the portal is able to cater to various needs of different types of consumers. We understand that buying a property is a big decision and to reach the best option, one has to go through or check-out many options. Through this campaign, we have used an entertaining plot to subtly inform our consumers to check all available options while looking for property and 99acres.com is a place where one can find maximum options.”

“The campaign, in a lighter vein, captured the idea of delivering a fresh, clutter-breaking creative”, Singh added.

“Info Edge as an organisation has always believed in advertising that has an effective message and an enduring appeal. We as the agency understood this well and that is why the approach we took to selling a real estate site took on a relevant business insight, mixed it up with a provocative behavioural insight and garnished it with excellent execution. We firmly believe this will deliver to Info Edge yet another path breaking communication that will build their business further”, said Sanjeev Bhargava, Managing Partner, JWT

Sumitra Sengupta, Vice President, JWT Delhi, said, “ The idea was born when we examined what one has to do to avoid missing out. You need to check options.”

Watch the TVC here:

Tags 99acres.com Infoedge

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.