InfoEdge India’s property portal 99acres.com has launched a TV campaign to communicate the availability of any kind of property on the site, whether for buy, rent or sell. This TV Campaign ‘Sochna bhi mat’ to communicate the availability of any kind of property on the site, whether for Buy, Rent or Sell. The website enables easy access to a huge property bank for netizens and allows users to directly connect with brokers and builders across cities from the comfort of their homes.
The launch campaign created by Draftfcb Ulka and produced by Boot Polish Films, Draftfcb Ulka was focused on establishing 99acres.com as the one place to log on to for the best properties and deals, the campaign was launched on January 12th. 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.
Sumeet Singh, Senior Vice President Marketing and Corporate Communication, InfoEdge India said “This is a tactical TVC and has been executed in a manner that appeals to both 35+ audiences as well young working professionals. This is our second television advertisement we launched the first one back in 2007. TV Advertising does work to build credibility for a brand. 99acres has a huge enterprise side including builders, brokers and buyers it is not possible to reach everybody online. TV as a medium makes sense we felt that this message needs to be sent out that what all features we offer on the site. So, people can come to the site for rentals, property buyers and also owners can list their properties to sell.”
Negating that the TVC aims to clear out ambiguity among users for 99acres audience, Singh said “I do not there exists an element of ambiguity. We are a leader in the real estate space with 36 percent traffic share as per Comscore which is the highest in the category. So, the TVC aims to clear out the message.”
The commercial was first released on social networking platforms like YouTube and Face book where it has got encouraging response.
Speaking on company’s plans to adopt 360 degrees campaigns, Sumeet said they have more such campaigns planned in future. “We have been using three mediums quite often which is online that includes display as well as social media. We use Face book both for advertising also we have our own page. Now, we have included TV as well. So, yes we are going to launch more such integrated campaigns.”
The company will be telecasting the TVC on India England match on January 19th, 3013 for greater viewership.