MAM
Magicbricks launches crowd-sourced ‘Ghar par rehkar ghar ko dekha’ brand film
MUMBAI: Magicbricks is driving positive consumer sentiment amidst the national lockdown by encouraging its employees and partners to come together for a crowd-sourced first-of-its-kind brand film ‘Ghar pe rehkar ghar ko dekha.’ The film highlights things we aspire for in our dream home and how staying at home during lockdown made us connect with our dream adobe.
The lockdown has forced most brands to stop or scale down their brand marketing activities and “Ghar pe rehkar ghar ko dekha” was Magicbricks’ endeavour to drive category narrative by creating a meaningful and a contextual connection with the consumer using an innovative way during these challenging times.
Riding on an insight that 67 per cent of home buyers want to continue to buy a home post-Covid2019 as revealed by a consumer sentiment study done by the brand, the film beautifully captures how the time spent during lockdown made us think about the little extras that we wished for in our current home and packs in a lovely message about the perfect abode that we all desire to own.
Link: https://www.youtube.com/watch?v=ABct_IWTeDg
‘Ghar par rehkar ghar ko dekha’ uses visuals of candid moments of friends and families of its employees and partners, shot at home by themselves during the lockdown. The images were then stitched together with powerful poetry that evokes our aspirations of owning a dream home. The brand film will be amplified across all digital mediums.
Magicbricks marketing head Prasun Kumar said, “The challenge for us while making this film was two-fold. First, how to create a powerful piece of content based on strong consumer insight which also had to be contextual to the times we are living in. And the second was to produce the film remotely from every contributors' homes. Real estate has been one of the most impacted industries due to the outbreak of COVID-19 impacting the consumer sentiments deeply. And as the leading brand, it is our responsibility to reignite property investment considerations. ‘Ghar pe rehkar ghar ko dekha’ is emotive and engaging storytelling sure to make consumers identify with it and connect at heart. It is almost the most unique effort by any brand under the circumstances.”
RK Swamy BBDO partner Ankur Suman added, “We saw lockdown as a phase where the relevance of Magicbricks was actually amplified! Everyone was talking about staying home and home became the centre of our universe, indeed. But staying at home can be a difficult experience if you are not comfortable with it. This powerful insight was the cornerstone and lyricist Pankaj Bora built a poetic narrative on it. As the lockdown put many restrictions on production, we chose to crowd-source the visuals and the rest. We wanted this campaign to be realistic and truthful. After all, it is nothing but a reflection of the consumer truth.”
With active property listings in excess of one million and by increasing its reach to 16,000 plus localities in the country, Magicbricks is India’s preferred online real estate platform for all buyers and sellers. Out of one million properties, 58 per cent are for sale and 42 per cent 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 per cent of all online listings in India.
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR: Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
