Magicbricks has initiated a marketing campaign called #OurCityOurHome, which is aimed at celebrating the real estate growth engines in multiple cities across India. The campaign seeks to reinforce Magicbricks’ dedication to assisting home seekers in finding their ideal homes in these cities through various channels.
At the heart of the campaign is a trilogy of lengthy videos that aim to evoke an emotional response from viewers. These videos provide home seekers with a glimpse into the growth and development of Chennai, Hyderabad, and Bengaluru, highlighting the unique cultural aspects, historical significance, commercial potential, culinary offerings, and contemporary lifestyle of these cities, which have established them as significant real estate growth engines in India. The campaign has been launched at a crucial time, with the demand for residential properties rising across the country. According to Magicbricks Research, in 2022, 80% of prospective home buyers searched for apartments, a substantial increase from 67% in 2021. Moreover, Bengaluru emerged as the most searched city for property purchases in India.
The campaign also includes a distinctive outdoor strategy that features customized messaging for each city. The messaging is designed to appeal to specific neighborhoods and landmarks and is crafted with local language nuances. More than 40 unique creatives have been created for this purpose, and they are being displayed across 355 sites in eight cities, including Noida, Gurugram, Ahmedabad, Mumbai, Pune, Bengaluru, Hyderabad, and Chennai. This approach has been taken to ensure that the campaign resonates with the local audience and creates a more personal connection with potential homebuyers in each city.
The campaign’s trilogy of long-format videos, which showcase the growth and cultural nuances of Chennai, Hyderabad, and Bengaluru, has been widely appreciated by the audience. The video dedicated to Hyderabad has surpassed one million views, which is a testament to the captivating nature of the cinematography used in the campaign. The audience has found the videos to be visually stunning and engaging, making them popular among viewers.
Devarshy R. Ganguly, Head of Marketing, Magicbricks shared, “For more than 15 years, we at Magicbricks have been serving customers throughout the country in their quest for a home. As the cities have evolved, so have we, and have grown and gained deep insights into the evolving needs of our customers. Consequently, we are ideally placed to partner with home seekers in making this important decision. This campaign is a reflection of our deep understanding of these cities and how we are best placed to serve as the gateway for customers to find their dream homes.”
To maximize the reach and engagement of the campaign, Magicbricks has partnered with more than 200 content creators and micro-influencers from the cities of Chennai, Hyderabad, and Bengaluru. These influencers will help spread the message of the campaign and create a buzz among their followers. In addition, the campaign is active on over 10 digital platforms and high-affinity TV channels to reach out to the core audience. By leveraging various marketing channels and collaborations with local influencers, the campaign aims to establish a strong connection with the audience and generate interest in the real estate offerings in these cities.
Use of cinematic techniques and storytelling in marketing campaigns has become increasingly popular in recent times, and for good reason. Short films and videos can be very effective in conveying a brand’s message and capturing the audience’s attention. By presenting a narrative that resonates with viewers on an emotional level, brands can establish a deeper connection with their audience and increase engagement. Additionally, incorporating local cultural nuances and humor can make the campaign more relatable and shareable, leading to a wider reach and greater impact. Overall, the use of cinema and storytelling techniques can be a powerful tool in marketing, and it is encouraging to see more brands embracing this approach.
