Magicbricks has launched a multi-media campaign themed #StoryHarGharKi to underscore its role in connecting home buyers and sellers.
Two films conceptualised by RK Swamy highlight the number of buyers, sellers and transactions on the platform, pitching it as the ideal choice.
The lighthearted films feature a father on a video call with his daughter and son-in-law. The men keep pulling each other’s legs with harmless banter. One of the films features the older man upside down in a yoga pose. The son-in-law quips that he has his camera upside down. We learn that he is trying to reduce the stress caused as a result of not finding a buyer for his house. Enter MagicBricks.
The other film has the father enduring water leakage from the ceiling, to which the younger man says, ‘It’s raining’. The older man is struggling to find a house to move into, it is revealed. The brand is offered as the solution to his search.
“The Indian real estate sector is at a promising juncture, fuelled by accelerating residential market dynamics and growing interest from new customer demographics such as millennials and younger families. As the festive season beckons, we anticipate further growth in residential demand and supply. Hence, the campaign’s centrepiece revolves around our demonstrated leadership in seamlessly connecting home buyers and sellers, assisting them with advisories and relevant services in this high involvement decision-making journey,” said Devarshy R Ganguly, Head of Marketing, Magicbricks.
Ankur Suman, Partner, RK Swamy, said, “We operate in a short-attention economy, and with content explosion, there is an overload of brand communique in the industry. Hence, our creative strategy focused on creating a simple and clear narrative. The ad film, designed to be both entertaining and informative, showcases the world of a grumpy, but sweet-at-heart father-in-law, his daughter and son-in-law. This is a world of the typical Indian family, where affection is often expressed through sarcasm-laced taunts, which often make the conversations humorous.”
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