Classifieds,
a newspaper segment that is either the most read one or the most
abandoned one for select Indian households; read by the needy ones and
ignored by rest of the population.
The sector underwent a complete make-over ever since classifieds went online. Reports suggest that between 2002 to 2012 newspaper classified ads went down to 71%, thanks to the Internet. Now another report says that the online classifieds industry, which was worth Rs 1,800 crore in 2013, is expected to go up to Rs 4,500 crore by 2018.
No doubt the online classifieds have grown, not just in figures, but otherwise also. Now classifieds are more customer-centric - they think of your ease; accessible - just a touch away and of course divided in various platforms - verticalized.
Quikr, one of the top industry players and also the architect of verticalization, which had popularized its 'Quikr cars' lately, is now taking up another vertical, 'Quikr Homes'. With the launch of two TVCs, conceptualized by Interface Communications, Quikr has entered into real-estate market.
One of the two TVCs, launched by Quikr, talks about 'maps', a feature in the mobile application that tells the user about nearby area and facilities available in the locality. The very direct and easy-to-go video of 35 seconds conveys the point very appositely.
The sector underwent a complete make-over ever since classifieds went online. Reports suggest that between 2002 to 2012 newspaper classified ads went down to 71%, thanks to the Internet. Now another report says that the online classifieds industry, which was worth Rs 1,800 crore in 2013, is expected to go up to Rs 4,500 crore by 2018.
No doubt the online classifieds have grown, not just in figures, but otherwise also. Now classifieds are more customer-centric - they think of your ease; accessible - just a touch away and of course divided in various platforms - verticalized.
Quikr, one of the top industry players and also the architect of verticalization, which had popularized its 'Quikr cars' lately, is now taking up another vertical, 'Quikr Homes'. With the launch of two TVCs, conceptualized by Interface Communications, Quikr has entered into real-estate market.
One of the two TVCs, launched by Quikr, talks about 'maps', a feature in the mobile application that tells the user about nearby area and facilities available in the locality. The very direct and easy-to-go video of 35 seconds conveys the point very appositely.
The other one, featuring Bollywood actor Ranveer Singh, stands on the idea asaan hai badalna. The 40 seconds video has narrated the story of every individual - you grow, you leave home, you work and then you make another home. Quikr Homes makes it easy for you to find your dream home.
While commenting on the campaign, Vineet Sehgal, Chief Marketing
Officer, Quikr, said, "We see huge opportunity in bringing solutions for
the real estate needs of consumers in India and wanted to create a high
impact introduction for the brand and platform. Through this campaign
we try to change consumer behaviour from the traditional and sometimes
inefficient ways of house hunting to a more efficient and transparent
manner."
In his interaction with AdAge India, Sehgal confirmed that after 'Quikr Cars' and 'Quikr Homes' they are planning to ramp up 'Quikr Jobs' and 'Quikr Services'. He also confirmed that there are three TVCs as part of the ongoing campaign and that the third video will be launched shortly.
Great Timing?
At a time when Indian real-estate market is witnessing a slowdown, Quikr has come-up with its vertical, which is dedicated to the real-estate industry. Some might question the timing that the brand chose to bring up its real-estate vertical.
Expressing his views, Harish Bijoor, CEO, Harish Bijoor Consults Inc says, "Brilliant ideas can't wait for the markets to settle down according to them. Whenever there's a rise after a low, the first guy is gonna say 'I did it'."
However, Amitava Mitra, CEO, The Bee Advertising has a different view. He says, "Maybe Quikr is taking it as an opportunity."
The other major factor that one can think of is the other online real-estate players that are already plying in the market. Will Quikr emerge as a competitor for them? Because Quikr has a huge user-base, so, will it affect the business of already established real-estate companies?
It might and it might not but "there will be a competition for sure," says Mitra. "People who know other platforms will check on them. But those who are already using Quikr, for any reason, will check and search on it," he added.
Bijoor, on the other hand, sounded confident that Quikr will affect the businesses of already established real-estate companies. Responding to the query he says, "Yes. Quikr is dominating because it understands the customer. Quikr is a classified based business and real-estate is all about classifieds."
Though the third TVC of the campaign is yet to come, all we can say that the emotional appeal via asaan hai badalna has worked well for the brand!
Source: http://www.adageindia.in/marketing/cmo-strategy/after-cars-quikr-promotes-its-real-estate-vertical-quikr-homes/articleshow/50098005.cms
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