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MagicBricks launches second TV commercial

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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 24x7, 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.

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