Draftfcb Ulka creates a new campaign for 99acres

By A Correspondent

The launch campaign created by Draftfcb Ulka was focused on establishing 99acres.com as the one place to log on to for the best properties and deals. 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.

Draftfcb Ulka’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.

Creative Director, Draftfcb Ulka-Delhi, Sanjay Sharma talking about the campaign says “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.”

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 daughter owns 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 from 99acres.com.

‘Sochna bhi 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 ‘Sochna bhi mat’ across other mediums as well, playing it up differently depending on the possibilities attached with each medium.

Draftfcb Ulka’s Delhi COO Sanjay Tandon feels, “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 in this short film.”

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