MUMBAI: MagicBricks.com‘s has launched a new brand campaign titled "The curious case of Rajan!".

The campaign features "Rajan" (RJ Mir Afsar Ali) as the face of the brand. He is a 35-year-old property seeker who‘s been a regular user of MagicBricks.com. Thereby, he has picked up some idiosyncratic traits, which exemplify the most important needs that a typical property seeker seeks from his property portal.

The new brand campaign spans television, print, mobile, online and social media.

The television commercials have been conceptualised and created by Genesis Advertising. The TVCs will be aired in five languages - Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi and Bengali.

Genesis Advertising creative director and CEO Ujjal Sinha feels the commercial will work well for the brand and will have a good recall."Rajan‘s quirky wisdom will work wonders for the brand. It was a wise decision to have a brand mascot who‘s not over-exposed. Despite the clutter, I firmly believe that the audience will love Rajan, and the simplicity," he says.

MagicBricks.com business head Sudhir Pai says, "We‘ve chosen to develop a positioning around "choice of properties". Not only is such a positioning unique within the category, but it also resonates with the primary need of an online property seeker. MagicBricks.com by virtue of being India‘s No. 1 property site, is in the best position to fulfill this promise of "manpasand properties ke sabse zyada options" (the most options in the properties you desire). We wanted to create a character through this film that our target segment (SEC A+ to B, 25–45 male) can relate to. Someone like a â€?been there done that‘ elder brother, whose wisdom you can trust for all major decisions in life – Rajan."

Rajan is a self-made man, confident of what he wants and not hesitant to speak his mind. He is obsessed with options. He is used to getting the maximum options of the best properties on MagicBricks.com. This is the central idea behind the first film, where Rajan with his wife and younger brother goes to a prospective bride‘s house. His wife and brother are sold on the girl and are convinced that she is the one. That‘s when the penny dropping moment comes as Rajan nonchalantly asks for more options!

The film has been directed by Abhijit Chaudhuri of QED Films.