MAM
MagicBricks launches second TV commercial
MUMBAI: MagicBricks.com has launched its second television commercial focused on the “money-minded investment-driven” audience segment.
The commercial is based on a new angle that property investments can make one rich and thereby indifferent to inflation.
The brand promise from the second TVC is MagicBricks.com. Through its features, MagicBricks.com can help one find the right house and make the right investment. The TV commercial will make an immediate connect given that it is based on a very topical issue of inflation, the company said.
This commercial once again features the mascot of MagicBricks.com – Rajan who is seen responding “Badhta hai to badhia hai” (good if it rises) in a set of scenes that depict him completely unruffled by the impending inflation scenario – much to the amazement of others.
MagicBricks.com business head Sudhir Pai said, “The 1st commercial – “Options” – will continue to remain our lead commercial and will continue to run across all channels. Several consumer studies has told us that the second commercial on inflation will be much appreciated by the “investment-minded” property buyer segment of our target consumers…this segment of users has loved the new commercial. This is a very important segment for Magicbricks. In line with their media consumption, you will therefore see a heavier tilt of this commercial on the News and Business channels.”
The TV commercials are running in full rotations on over 35 channels covering six languages – thereby making a substantial impact. The list of channels include Times Now, ET Now, Movies Now, Sony Entertainment, Sab TV, Zee Cinema, Zee Classic, Zee Action, Zee Premier, Movies OK, Aaj Tak, Tez, NDTV India, Zee News, News 24, NDTV 24×7, Headlines Today, Zee Business, National Geographic, History TV18, Sun TV, KTV, Gemini and Udaya Movies.
Radio was launched with teasers and is being followed by a revealer and a heavy burst of radio communication – covering RJ Jocktalk, content integration and spots. This airplay is heavy on Radio Mirchi during weekdays.
Print and display ads were initially designed with the aim to build Rajan as a mascot and “options” as a positioning plank for MagicBricks.com; the current phase of ads are taking this thought ahead and show MagicBricks.com as being able to provide maximum options for different property needs of buyers – for different types of property, for different localities within a city and for buyers who search homes based on distances to key facilities.
According to the company, the online promotion activity for the campaign has covered all major portals and websites – having even “road blocked” entire sections on high traffic websites of relevance such as Yahoo! Finance, EconomicTimes.com, TimesofIndia.com, NavBharatTimes.com and Yahoo!Mail.
Brands
Manindra Mohan joins CoinDCX as SVP & head – data & analytics
Former Amazon and Unacademy analytics leader to scale crypto insights
MUMBAI: India’s crypto exchange CoinDCX has appointed Manindra Mohan as SVP and head of data and analytics, bringing on board a seasoned data strategist at a time when the country’s digital asset market is entering a decisive phase.
In his new role, he will steer enterprise-wide data science, analytics and business intelligence initiatives. His mandate spans product, growth, risk and customer experience, with a clear brief to embed data-led decision-making into the company’s core as it scales across India and beyond.
Announcing the move, Mohan said he was “thrilled” to join CoinDCX, calling the Indian crypto market pivotal and ripe with opportunity. He thanked co-founders Sumit Gupta and Neeraj Khandelwal, along with Mridul Gupta, for the opportunity to help shape what he described as the future of finance.
He noted that architecting data solutions for a 24 hour global asset class presents a formidable challenge. Yet, he added, the chance to redefine financial access and drive crypto adoption “across every pin code in India” makes the task compelling.
Mohan arrives with nearly two decades of experience across technology, media and digital platforms. Before CoinDCX, he served as head of data science, analytics and BI at Carousell Group. Prior to that, he was SVP and head of analytics at Unacademy, where he built and scaled the analytics and insights function supporting product, sales, marketing and finance teams.
His earlier stints include heading analytics for Amazon prime video in India, where he oversaw data across product, acquisition, engagement and content, as well as serving as senior manager data sciences and advanced analytics at VMware and senior manager marketing and digital analytics at Dell Technologies. He began his career as senior business analyst at Cognizant, working on large scale crm and analytics implementations for global clients.
Colleagues describe Mohan as a builder of teams as much as models. From managing global analytics rollouts to leading large cross functional units, he has consistently combined statistical rigour with commercial instinct.
At CoinDCX, that blend could prove timely. As crypto exchanges navigate regulation, volatility and rising user expectations, data is no longer a back office function. It is the compass. With Mohan at the helm of analytics, CoinDCX is betting that sharper insights will translate into deeper trust and broader adoption in a market that never sleeps.
