Draftfcb Ulka creates a new campaign for 99acres 'Sochna Bhi Mat'

99acres.com, India’s leading real estate portal, launches its first campaign with a clear focus on establishing 99acres.com as the one place to log on to for the best properties and deals. The site features a large database of properties catering to the length and breadth of the country.

Its launch campaign is created by Draftfcb Ulka. With time however, a plethora of new entrants have entered this space. Therefore the task of the next phase of communication was to showcase the various possibilities that the site offers in terms of buying, selling and renting properties.

DraftfcbUlka’s latest campaign therefore brings this message to life in an engaging manner which not only resonates with the young audience but also entertains them.
To understand the concept and know more about the campaign, Adgully caught up with Sumeet Singh, Sr. VP, Marketing, Info Edge (India) Ltd, Sanjay Sharma, Creative Director, Draftfcb Ulka-Delhi and Sanjay Tandon, Chief Operating Officer Draftfcb Ulka Delhi.

Sanjay Tandon feels that one of the important aspects of online brands is the need to project differentiation through brand personality. A charming insight coupled with a delightful storyline helps progress the brand 99acres.com in this short film.

Sanjay Sharma talking about the campaign said “It’s a topical thing. Everyone is talking about rent, buy and sell. We just took it as a tactical exercise for the brand and have done it in a more engaging and entertaining manner.”

When asked how did the thought come up, Sharma explained saying that every father’s foremost concern while selecting the suitable groom for his daughter is that, will the prospective guy would be able to take proper care of his beloved daughter or not. This assurance comes from the fact that whether the guy owns a house or not, as owning a house is treated as the essential component for proper living followed by other necessities. “Hence, the idea enlightens-up to build a story around it elaborating all three offerings (rent, buy and sell) delivered by the brand 99Acres.co,”he added.

Media mix involved TV, Facebook & YouTube. Singh says, “We launched the ad one week before TV on Facebook and have got over 50,000 views till now. On TV we took the following genres: English News, Regional News, English Business News, English Movies, Hindi Movies and we also advertised on the India vs. England One Day International matches.”

Speaking about how challenging was the execution process, Sharma said, “Since, the market was already flooded with property communication; the challenge was to come up with a creative that’s clearly distinct from others. Hence, the key was to implement the message in a manner that it would not only resonate with the young audience but also entertain them. Another challenge was to build in the brand offerings seamlessly into the story i.e. a real life insight.”

Speaking about the response so far, Singh said, “People in general have liked the ad. Direct traffic & other site metrics on the site are up. The clients (which include real-estate agents, property dealers and builders) have also noticed the ad.”

The TVC uses an interesting set-up of a young man meeting his prospective father-in-law. With a healthy dose of humour weaved in, the film plays up the true to life insight that a father’s foremost concern is whether the man proposing to his daughterowns a house or not. The commercial goes on to show the protagonist winning over his difficult to please father-in-law with the help of solutions provided by 99acres.com.
All three offerings from 99acres.comhave been intricately woven into the script to highlight the gamut of services. The communication very effortlessly puts across the message that 99acres is the place to go to when looking for properties to rent, buy or sell. ‘Sochnabhi mat’ is a key line used and one gets to see different connotations of it in the film. Hence the brand would continue with the theme of ‘Sochnabhi mat’ across other mediums as well, playing it up differently depending on the possibilities attached with each medium.

CREDITS:

Client: Info Edge (India) Limited
Brand: 99acres.com
Creative: Sanjay Sharma
AD Agency: Draftfcb Ulka, Delhi
Servicing: M N Damodaran, Nidhi Agrawal, Harshit Arora
Film Production Executive: Mazhar Khan
Production House: Boot Polissh Films
Director: Siddharth Sikand