Launches its New Brand Campaign - The Curious Case of Rajan

Feb 27, 2013, 02:30 ET from Times Internet Limited

NEW DELHI, February 27, 2013 /PRNewswire/ --'s New Brand Campaign Resonates Property Seekers' Desires With the Portal's Internal Strengths and Firmly Establish its Position as the No. 1 Property Portal in the Country's new brand campaign spans television, print, mobile, online and social. The campaign features "Rajan" as the face of the brand. Rajan is a 35-year-old property seeker who has been a regular user of Thereby, he has picked up some idiosyncratic traits, which exemplify the most important needs that a typical property seeker seeks from his property portal.

Rajan is a self-made man; confident of what he wants and not hesitant to speak his mind. Our man is obsessed with options. He is used to getting the maximum options of the best properties on 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 convinced that she is the one. That's when the penny dropping moment comes as Rajan nonchalantly asks for more options.

Sudhir Pai, Business Head, 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. 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 'been there done that' elder brother, whose wisdom you can trust for all major decisions in life - Rajan."

Ujjal Sinha, Creative Director and CEO, Genesis Advertising, who has been making ground-breaking films for over 25 years, 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.

The film has been made directed by National Award winning filmmaker Abhijit Chaudhuri of QED Films who has created over 500 commercials spanning diverse industries. He is commonly referred to as the legendary "Dadu".

We never wanted to cast a star for Rajan's character, because we firmly believed that we needed a fresh face to be identified with the brand - who's also a powerful actor. We have cast Mir Afsar Ali as Rajan. Mir might not be a known face, but he is a super successful RJ, who also hosts a very successful stand-up comedy show named after him. But, most importantly, he is an effortless actor, with impeccable comic timing.

The TVCs will be aired in five languages, Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi and Bengali.

Stay tuned for more!

About provides a platform for property buyers and sellers to locate properties of interest and source information on the real estate space in a clear and transparent process. With in-depth analysis and revolutionary next-gen services customized specifically to address the needs of property seekers and the real estate industry, is the leader in online real estate in India. was launched by Times Business Solutions Limited, part of The Times of India Group in August 2006, and has grown to become India's largest property portal. With over 8,000,000 listings from across the country, MagicBricks is the biggest online property marketplace in the country.

This achievement is not by chance, but by design - based on rigorous research, unique product developments and innovations that users have supported and embraced, including pioneering Geo Grouped Inventories, Intelligent Auto Suggest, Nearby Localities, Real Estate Dialogues, PropIndex and GuruTalk. With many new products and services under development, MagicBricks will continue to provide ever-increasing value to its clients and users, and will enhance its leadership in the online property space.

Primary Media Contact: Aseem Seth TBSL,, 91-9910273367

SOURCE Times Internet Limited