Magicbricks crowd-sources content to create new brand film
Magicbricks is driving positive consumer sentiment amidst the national lockdown by encouraging its employees and partners to come together for a crowd-sourced first-of-its-kind brand film ‘Ghar pe rehkar Ghar ko Dekha’. The film highlights things we aspire for in our dream home and how staying at home during lockdown made us connect with our dream adobe.
The lockdown has forced most brands to stop or scale down their brand marketing activities and “Ghar pe rehkar Ghar ko Dekha” was Magicbricks’ endeavour to drive category narrative by creating a meaningful and a contextual connection with the consumer using an innovative way during these challenging times. Riding on an insight that 67% of home buyers want to continue to buy a home post-COVID-19 as revealed by a Consumer Sentiment study done by the brand, the film beautifully captures how the time spent during lockdown made us think about the little extras that we wished for in our current home and packs in a lovely message about the perfect abode that we all desire to own.
‘Ghar par rehkar Ghar ko Dekha’ uses visuals of candid moments of friends and families of its employees and partners, shot at home by themselves during the lockdown. The images were then stitched together with a powerful poetry that evokes our aspirations of owning a dream home. The brand film will be amplified across all digital mediums.
Speaking on ‘Ghar par rehkar Ghar ko Dekha’, Prasun Kumar, Marketing Head, Magicbricks, said: “The challenge for us while making this film were two-fold. First, how to create a powerful piece of content based on strong consumer insight which also had to be contextual to the times we are living in. And the second was to produce the film remotely from every contributors' homes. Real estate has been one of the most impacted industries due to the outbreak of COVID-19 impacting the consumer sentiments deeply. And as the leading brand, it is our responsibility to reignite property investment considerations. ‘Ghar pe rehkar Ghar ko Dekha’ is an emotive and engaging storytelling sure to make consumers identify with it and connect at heart. It is almost the most unique effort by any brand under the circumstances.”
Added Ankur Suman, Partner, RK Swamy BBDO, said: “We saw lockdown as a phase where the relevance of Magicbricks was actually amplified! Everyone was talking of staying home and home became the centre of our universe, indeed. But staying at home can be a difficult experience if you are not comfortable in it. This powerful insight was the cornerstone and lyricist Pankaj Bora built a poetic narrative on it. As the lockdown put many restrictions on production, we chose to crowd-source the visuals and the rest. We wanted this campaign to be realistic and truthful. After all, it is nothing but a reflection of the consumer truth.”
With active property listings in excess of 1 million and by increasing its reach to 16,000 plus localities in the country, Magicbricks is India’s preferred online real estate platform for all buyers and sellers. Out of 1 million properties, 58% are for sale and 42% for rent and 2.1 lakh Exclusive Listings posted only on its platform by individual property owners from across 700 towns and cities. Be it residential, luxury, rental, commercial, PG or co-living, Magicbricks now has a wide range of listings across all categories and multiple budget segments. With a widespread of properties, Magicbricks now enjoys more than 60% of all online listings in India.
Duration: 2 mins 42 seconds
Agency: RK SWAMY BBDO
Concept: Ankur Suman
Writer: Pankaj Bora
Production House: Morse Code Films
Producer & Director: Mehul M Atha