MAM
Draftfcb Ulka creates a new campaign for 99acres ‘Sochna Bhi Mat’
MUMBAI: Real estate portal 99acres.com entered mainstream marketing with its maiden campaign conceptualised by Draftfcb Ulka. The TVC for the campaign is produced by Boot Polissh Films.
The focus of the campaign is on establishing 99acres.com as the one place to log on to for the best properties and deals. With a plethora of new entrants in the space 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.
The TVC uses the 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 provided by 99acres.com.
All three offerings from 99acres.com have been woven into the script to highlight the gamut of services. The communication puts across the message that 99acres is the place to go to when looking for properties to rent, buy or sell. ‘Sochna bhi mat‘ is used as a punch line with variation in its connotation as the situations in the commercial change. The brand continues 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-Delhi creative director Sanjay Sharma said, “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.”
Chief Operating Officer Draftfcb Ulka Delhi, Sanjay Tandon feels that “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 99acres.com in this short film.”
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
