Magicbricks shifts gears ahead with new brand campaign ‘Pata Badlo’
Magicbricks, India’s No.1 property site, has launched its new brand campaign ‘Pata Badlo’ featuring popular Bollywood actors Ayushmann Khurrana and Kriti Sanon.
Magicbricks’ ‘Pata Badlo’ campaign is all set to inspire and resonate with millions of property seekers, who are looking for a change in address through buy, sell or rent. The 360-degree brand campaign will run across TV, print, outdoor, digital, social and radio and will feature National Award winner Ayushmann and Kriti in multiple TVCs and several online videos.
Conceptualised by RK Swamy BBDO, ‘Pata Badlo’ reminds home buyers that an address reflects growing ambition, progress and achievements. The campaign also signifies that a change of address comes with a promise of a better future and hence the tagline ‘pata badalta hain toh bahut kuch badalta hain.’
Speaking on the strategic thought behind ‘Pata Badlo’ campaign, Mr. Prasun Kumar, Marketing Head, Magicbricks, said: “Magicbricks as a brand has always been a friendly expert advisor to property seekers. We have always believed that property seeking is an emotional journey and hence as a brand our storytelling has always focussed on the emotive pay out to consumers through warm stories. Our narratives therefore have always stood out as the category narrative has largely been transactional. Our new campaign ‘Pata Badalta hai to bahut kuch badalta hai’ has a strong consumer insight at the center and coupled with brilliant execution, it will hopefully be liked by all segments of property seekers. ‘Pata Badlo’ is also an assurance that this is the right time for end users to come back to the market. It is extremely delightful to see the wonderful on screen chemistry between Ayushmann and Kritiand how they have brought to life the wonderful stories around Pata Badlo.”
Commenting on the campaign, Mr. Ankur Suman, Partner and Executive Creative Director, RK Swamy BBDO, said: “For any online business, the real challenge is to cut through the clutter and make an indomitable top of mind presence in the consumer’s mind. When it comes to online real estate, the job is even tougher! So as a category leader, the onus was on Magicbricks to explore new dimensions and perspectives through its communication. National Award winning actor Ayushmann Khurrana, and a houseful of talent, Kriti Sanon have added a lot of life to the campaign with their power-packed performances and lively presence.”
Having personally witnessed ‘pata badalta hain to bahut kuch badalta hain’ in their successful lives, both Ayushmann and Kriti are equally delighted to be a part of Magicbricks’ ‘Pata Badlo’ campaign and are emotionally connected with it. For both the actors, it was a reunion of sort after the success of Bareily Ki Barfi.
Ayushmann, who got the news of his National Award in the midst of the ‘Pata Badlo’ shoot, instantly connected with the campaign thought when it was narrated to him. The campaign was a reflection of his journey from Chandigarh to his stardom in Mumbai via Delhi. The actor has changed three houses in Chandigarh, two in Delhi and almost three in Mumbai and said that the biggest aspiration of any individual is to have a house of his own.
An equally delighted Kriti said that ‘Pata Badlo’ campaign somewhat resonated with her journey from Delhi to Mumbai. Having first stayed in Mumbai on rent, Kriti always wanted to have her own house in the city. Kriti strongly believes in ‘pata badalne se bahut kuch badalta hain” since lot of lot of good things happened to her when she moved to her current address.
With ‘Pata Badlo’ campaign Magicbricks steps up ahead of the festive season as it aggressively chases traffic and revenue growth. Ayushmann and Kriti’s high audience reach and mass acceptance thanks to the kind of films they have done and that every person relates to will surely help the campaign narrative.
With active property listings in excess of 1 million and by increasing its reach to 16,000 plus localities in the country, Magicbricks consolidated its position as the 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.