Scarecrow invokes a superhero's dilemma for Quikr

Online classifieds leader, Quikr has launched a new campaign during the India Australia cricket series. The objective is to position Quikr as the best place to sell off your sold mobile phone. The campaign has been conceptualized by Scarecrow Communications. The ad has been directed by Naren Multani, who also helmed the earlier Quikr campaigns.

The film features a superhero landing on a roof, clutching a mobile phone. Looking at his hassled expressions, a cable TV operator who is installing an antenna on the roof asks him what the problem is. The Superhero launches into a tirade against his tailor saying that inspite of getting 5 metres of cloth to design his costume, he didn't even make one pocket. Not even a chor pocket! The cable Tv guy tells him to sell off his mobile on Quikr. Instantly, a crowd of potential buyers appear on the rooftop and start badgering the superhero for his phone.

Says Pranay Chulet, CEO, Quikr, "Electronics in general and mobiles in particular have great traction on our site. The youngsters are constantly looking to upgrade and getting a good price for old phones makes it easier to do so.
As a brand we've never been shy of challenging the norms and doing ads that will not fit textbook advertising but resonate with the locals. That is the difference between the thinking of a homegrown business with deep local expertise and the thinking of a multinational. And that is the reason we are the No. 1 player in the online classifieds space both in terms of traffic as well as listings."

Says Raghu Bhat, Founder Director, Scarecrow Communications, "Quikr may not be on air throughout the year. But the people's need for an online classifieds site that will help sell their old mobiles could occur any day of the year. It's the job of the creative to therefore, create high top-of-mind recall and generate sufficient conversations so that the ads gets noticed, remembered and eventually get acted upon. We hope that this ad will help Quikr further increase its 'mobile' share."

Television, radio and the internet will be used extensively for this campaign. Earlier this year, Quikr created highly disruptive campaigns on the Sreesanth match-fixing saga and the IPL 'unsold cricketers.

Credits:

Brand: Quikr

Clients: Pranay Chulet, Aparna Mahesh

Agency: Scarecrow Communications

Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Ashok Lad

Account Mgt: Arunava Sengupta, Amitabh Sreedharan, Ankita Ray, Amruta Tendolkar

Production House: 200notout

Director: Naren Multani

Producer: Hozefa Alibhai

Music: Rohan Vinayak

Editor: Nilesh Girdhar