Home >> Advertising >> Article

You cannot go wrong with a superhero & a dose of humour - Quikr gets full points

16-October-2013
Font Size   16
You cannot go wrong with a superhero & a dose of humour - Quikr gets full points

From buying and selling in minimum time to dramatising the new innovation of missed call in the category, Quikr has always created a high brand recall through its ads. The online classifieds site launched a new campaign during the India-Australia cricket series with the objective to position Quikr as the best place to sell your mobile phone.

The campaign has been conceptualised by Scarecrow Communications and has been directed by Naren Multani.

The film shows a superhero landing on a roof, clutching a mobile phone. Looking at his hassled expressions, a cable TV operator who is installing an antenna on the roof asks him about his problem. The superhero launches into a tirade against his tailor saying that he didn't even make one pocket in his costume. The superhero asks him if he should focus on saving Earth or his mobile phone. The cable TV guy tells him to sell off his mobile on Quikr. In the end, a crowd of potential buyers appear on the rooftop and start badgering the superhero for his phone.

On the campaign, Pranay Chulet, CEO, Quikr said, “Electronics in general and mobiles in particular have great traction on our site. Youngsters are constantly looking to upgrade and getting a good price for old phones makes it easier to do so. As a brand, we’ve never been shy of challenging the norms and coming out with ads that do not fit textbook advertising, but resonate with the locals. That is the difference between the thinking of a homegrown business with deep local expertise and the thinking of a multinational. And that is the reason we are the No. 1 player in the online classifieds space, both in terms of traffic as well as listings.”

Raghu Bhat, Founder-Director, Scarecrow Communications said, “Quikr may not be on air throughout the year. But people’s need for an online classifieds site that will help sell their old mobiles could occur any day of the year. It’s the job of the creative to therefore create high top-of-mind recall and generate sufficient conversations so that the ads gets noticed, remembered and eventually get acted upon. We hope that this ad will help Quikr further increase its ‘mobile’ share.”

Television, radio and online media will be used extensively for this campaign. Earlier this year, Quikr created highly disruptive campaigns on the Sreesanth match-fixing saga and the IPL ‘unsold cricketers’. The ads urged cricketers not to sell off their identity and engage in match-fixing for money, rather sell off their old belongings on Quikr.

Will the superhero save the ad?
Expert take

Bodhisatwa Dasgupta, Creative Director, Grey Worldwide said, “Well it’s different, that’s for sure. Having said this, a lot of ideas sound really neat when you think them up, but when you actually get it down to filming them, not so much.”

On the insight, he added, “Not really sure if there was one, to be honest. Here is this superhero who doesn’t have space to keep his mobile phone. He’s told to sell it off. I don’t quite get how that helps his cause because this dude clearly needs a phone; just doesn’t have space in his suit to accommodate it.”

On establishing connect with the audience, he said, “Hard to tell. Regular people like anything that’s remotely funny. It’s only us advertising dimwits that read too much into the advertising we do. Quikr’s earlier campaign where a woman and a young man are bouncing a ball, and their product gets sold in that span of a second rang truer to me. It clearly said ‘Advertise here and you’ll sell off your stuff in a jiffy’. Stronger, I felt.”

Our take
From the ‘Kahaani’ contract killer Bob Biswas to the superhero, Quikr ads always have a central character to delight the audience. This ad plays on humour to drive the message, which will work for the brand. It shows how the superman is unable to put his phone in the costume in an entertaining manner. The cable TV operator adds to the fun because of his desi style and accent.

It is a simple ad that very neatly portrays that one can sell off his/her mobile phone on Quikr to get the best deal possible. The ad ends with a bunch of people ready to buy the superhero’s phone, which shows that it is a high-selling category on the website.

The earlier ad of Quikr highlighting the missed call feature with Bob Biswas willing to go to any lengths to get the best value from the sale was more entertaining and connected with the audience. This ad is not a head-turner but it will definitely get noticed due to its uniqueness.

Advertising plays a very important role of a differentiator in this highly competent category and the ‘Bech De’ ads of OLX might give sleepless nights to many in the category.

 

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

By acquiring 21st Century Fox, Disney will have an immensely powerful content portfolio, adding to an already impressive assemblage which includes Marvel, Pixar and Lucasfilm.

The company’s revenue dropped by 7 per cent at Rs 542.3 crore

With a plethora of books on the marketing and advertising arena being unveiled, the biggest reason this one shines is for the brutal candour with which it is told