The lockdown imposed by the Indian government has transformed everyone’s thoughts and ideologies about life. Also, it has made us value our home and family members more than ever.
Capturing the essence of current period India’s leading Property related platform- Magicbricks has come up with a creative campaign. The company encouraged its employees and partners to come together for a crowd-sourced first-of-its-kind brand film called ‘Ghar pe rehkar ghar ko dekha’.
The campaign highlights things we aspire for in our dream home and how staying at home during lockdown made us connect with our home. It creates a meaningful connection with the audience using an innovative way during these challenging times.
As a part of this campaign, Magicbricks has launched one of a kind brand film that rises on the fact that 67% of the consumer interest to be willing to buy or look at homes post lockdown according to a study done by the brand. The film propagates the idea of a dream home, and how it can be renovated during this crisis and all the more after it. The entire video is full of candid moments brought in together by friends and families of the Magicbricks employees and has a powerful poetry piece running in the background as well. You can watch the video below:
Speaking on this campaign, Mr. Prasun Kumar, the Marketing Head of Magicbricks said that shooting the film had challenges issued on two levels. A strong content piece had to be created with a well-driven consumer insight that explored the possibilities of buying a home. Since the real estate industry is one of the mostly affected ones during the COVID-19 pandemic, consumer sentiment was definitely targetted deeply. Adding to this, Mr. Ankur Suman, the Partner and BBDO states that the importance of the company actually increased since the lockdown was implemented. The poetic narrative brought out by lyricist Pankaj Bora in the video brought a much realistic approach to the entire idea of shooting the content.
Despite so many restrictions due to lockdown, the campaign is well-executed & manages to connect well with the current situation.