Mumbai: 99acres.com, an online property portal, has rolled out its new advertising campaign, featuring a brand film under the hashtag #LineLagJayegi across its social media platforms. The ad film revolves around the brand’s proposition of helping consumers make the right property decision with products and benefits tailored to help property owners sell or rent out their property. It promotes free property advertisement, higher visibility, ease of listing of properties and an opportunity for owners to connect with serious relevant buyers and tenants to crack the right deal.
The quirky campaign has been executed by Rediffusion and focuses on how an owner can get a queue of buyers or tenants when they post a property for free on 99acres. As a part of its unique offering for owners the brand also offers owner assist plans that helps in coordinating site visits and shortlisting of buyers and tenants to make property selling or renting experience easy and hassle-free.
The ad film has been rolled out YT, TV, OTT and the brand's social handles. As a part of the social amplification the company initiated a brand banter on Twitter where 15+ leading brands like Flipkart, POCO India, Paytm Money, and Freecharge, among many others, engaged with the campaign. They joined the trend by quirky and fun conversations around #LineLagJayegi:
As a follow up, #LineLagJayegi Contest was also organised by the brand. The audience were given some interactive questions around the brand and a quirky task of creating memes using the TVC visuals. The contest saw huge participation from Twitter users, recording some witty and creative comments. The unique and engaging campaign saw the social media talking about the brand and the film. The Campaign hashtag #LineLagJayegi trended #1 in India.
Talking about the campaign, Info Edge CMO Sumeet Singh said, “Uniqueness and creativity have been the pre-requisite for garnering the attention of people on social media, and our latest campaign #LineLagJayegi is based on the same approach. It creatively conveys the message that 99acres.com helps property owners sell or rent out their property with ease while also driving consumer engagement through interactive content. At 99acres.com, our aim is to help consumers make the right property decision, and this campaign focuses on the same.”
Rediffusion Brand Solutions national creative director Pramod Sharma said, “99acres.com has features that lets owners sell/rent out their property easily and faster. The challenge here was to communicate these features in a simple yet clutter breaking way so that the TG across all spectrum could understand the communication. ‘Line Lag Jayegi’ did justice to it and has translated into an amazing brand campaign.”
Jab 99acres pe property aayegi, lene waalon ki #LineLagJayegi
Ghar lena ho ya bechna, 99acres se hi puchna. pic.twitter.com/2dkmLrSS44
— 99acres.com (@99acresIndia) March 16, 2023
