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Something is brewing in the Makaan
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Makaan.com a part of the People Interactive (that owns Shaadi, Fropper, Mauj, and of course Makaan) is apparently working on another viral marketing activity. Just heard from reliable sources at People Interactive that Makaan is doing a viral similar to the one it launched in March this year.
We had criticized the earlier viral for its clichéd concept (the standard Sachin –Amitabh – Bollywood – Deewar fare). Possibly that viral didn’t really synergize with the brand (im just speculating) and that’s why they are launching another viral with such a minimal time difference. Alternatively the viral could have also been a super success and that is why they feel the need to launch another one so soon (I doubt that). Time will tell. My guess is that if the new viral in the same vein as the older one, then the previous campaign has been a success. If the marketing message is completely different then its an indication that their viral activities are back to square one.
I think the viral is likely to synergize somewhat with their ‘chuha’ campaign.
I really wonder why they had to use the mouse, sure its symbolizes the online world, to literally mean chuha for this campaign.. after trapping a chuha in my house a couple of months back.. anything which has ‘chuha’ & ‘makaan’ in the same sentence just disgusts me.
interesting anecdote! - wonder if the people at Makaan are listening?
simply marry viral was complicated to be understood if you dont know what business they were in but had great music. Yellojobs viral was an out of box, fantastic concept portrayed clearly with some crude graphics. Microsoft outlook was well executed. Makaan tvc is quite bad with v. Poor animation . I how they learn from these examples and their viral is not as bad as the tvc.
I think the ‘Mouse & House’ association is very well thought and very effective. For those who are searching for house, the Mouse & House association considerably improves the recall value.
The number of times people use their PC mouse is lot more than number of times (most) people find a chuha in house
yea i think they have probably done a lot of ad testing before they launched this. Its more like awareness + association related advertising. They cant go to the stages beyond without educating the user. Anyway - ad concepts never appeal to all anyway. Frankly the ad never hit the right note with me.