Prasun Kumar, CMO of Magicbricks, on Pata Badlo, Life Badlo—a Javed Akhtar-voiced campaign linking address changes to life transformation, targeting metros and rising tier-2 real estate markets.
Prasun Kumar, Chief Marketing Officer, Magicbricks
Magicbricks has rolled out its new brand platform, Pata Badlo, Life Badlo, anchored on a simple but potent consumer insight—that a change of address can alter the course of a person’s life. The campaign, voiced by poet and lyricist Javed Akhtar, will be deployed across television, radio, out-of-home, digital, and cinema, with an aim to deliver both reach and resonance.
“The idea stems from a very simple consumer insight. When you meet someone new, the first thing you ask after their name is, ‘Where do you stay?’ Address is not just a geographical detail — it’s tied to identity, perception, and how others see you,” said Prasun Kumar, Chief Marketing Officer, Magicbricks, in a conversation with BrandWagon Online.
India’s migrant population provided the inspiration for the brand thought. “People move from small towns to big cities in search of jobs, better lifestyles, and new opportunities. This migration isn’t just a change in geography — it’s a step towards transforming one’s life. In real estate, we don’t just sell homes, we sell dreams and future possibilities. That’s why Pata Badlo, Life Badlo fits perfectly with who we are and what we do,” Kumar added.
According to Kumar, the choice of Javed Akhtar was instinctive. “When we decided to articulate this philosophy, Javed Akhtar was the first and only name that came to my mind. He’s a magician with words and has given us countless philosophical and emotionally resonant works over the years,” he said.
Kumar recalled that Akhtar immediately connected with the brief. “In his style, he said, ‘I can’t deny this truth,’ and in just one hour, he wrote the entire script. His words captured the essence beautifully, and we decided to shoot the films right away,” Kumar said. The campaign comprises one film introducing the brand philosophy, followed by others showing how Magicbricks enables customers to achieve it.
The platform will see a multimedia rollout, including television, radio, OOH, cinema, and digital platforms such as YouTube. “The campaign has come out so beautifully that we didn’t want to restrict its reach,” Kumar said.
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The company expects the initiative to drive a 20–30% rise in traffic to its platform. “Beyond numbers, engagement is key. We’re launching consumer contests, encouraging user-generated content, and inviting every Indian to share their ‘label story’ — how a change of address changed their life. It’s about creating a shared narrative that’s true for so many of us,” he explained.
Kumar noted that marketing is undergoing rapid change, accelerated by the rise of AI. “The old model of a brand simply telling a story is fading. Consumers want content that connects deeply and emotionally, or that offers value in the moment,” he said. “For us, emotional storytelling is core — real estate is an emotive journey, and our advertising reflects that. While others may use humour or quick-hit content, we aim for stories that touch the heart and feel relatable and true.”
Magicbricks operates on an omnichannel model, aiming for consistent user experience across platforms. “Our platform is intuitive and learns from user behaviour, offering personalised recommendations and a sense of ‘assisted search’,” Kumar said.
He added that most complaints come from brokers and developers rather than end consumers. “We work closely with them to resolve challenges,” he said.
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The brand’s core target group for this campaign is consumers aged 30–40 years old, a life stage marked by migration, property purchase, or home upgrades. “While real estate was once male-dominated, we now see a balanced gender representation, with many women actively searching for homes, rentals, and PG accommodations,” Kumar noted.
Metros remain the biggest markets for Magicbricks, but smaller cities are gaining ground. “In recent years, tier-2 cities and mini-metros like Lucknow and Bhopal have emerged strongly. Improved connectivity has fuelled this growth. These smaller cities now offer attractive real estate opportunities, and our campaign reaches them, too,” Kumar said.
With Pata Badlo, Life Badlo, Magicbricks is positioning itself not just as a property listing platform, but as a brand that ties real estate to aspiration and life transformation — with an emotional hook designed to resonate across geographies and demographics.
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