Magicbricks, India’s leading real estate platform, has launched its latest brand campaign ‘Pata Badlo, Zindagi Badlo’, voiced by the legendary Javed Akhtar. Rooted in deep consumer insight, the campaign highlights how a change in address often reflects a shift in one’s life journey — symbolising growth, aspiration, and emotional transformation. From first-time homebuyers to families upgrading their lifestyle, the narrative speaks to the heart of every Indian looking to build a better future.
In this detailed conversation, the brand walks us through the inspiration behind the campaign, the creative collaboration with Javed Akhtar, and Magicbricks’ efforts to offer verified, transparent, and immersive property solutions to consumers across the country.
Watch the full video here.
Q] Magicbricks recently unveiled its campaign Pata Badlo, Zindagi Badlo, voiced by Javed Akhtar. Could you give us an overview of the campaign and the insight that inspired it?
Magicbricks has always told endearing, consumer-driven stories based on real truths. As India’s largest property portal, we wanted to evolve with a unifying brand platform that could last for years.
When we engaged with consumers, we realised that an address is more than just a location. It reflects one’s personality, aspirations, emotions, and journey. Changing your address often marks progress whether moving from a village to a town, or from one city to another.
Our research shows that about 35% of Indians migrate in search of jobs, opportunities, or a better life. Each migration creates new demand for real estate—rentals, PGs, home purchases, and even ancillary services like movers, interiors, and painting. This truth gave rise to our campaign idea: “Jab pata badalta hai, toh zindagi badalti hai” (When the address changes, life changes).
Q] Which consumer groups did you target through this campaign?
We target audiences with real estate intent across multiple cohorts such as rent seekers, PG accommodation seekers, first-time homebuyers (typically 28-35 years old), and families upgrading to bigger homes (30-40 years old).
Q] Was the campaign developed in-house or with agency partners?
We worked with our creative partner RK Swamy, who helped translate the idea into scripts, storyboards, and final films.
Q] Javed Akhtar’s voice is instantly recognisable in the campaign. How did that collaboration happen?
Magicbricks is a big brand platform and we wanted to present the campaign in a familiar and evocative way. In India, nothing connects better than cinema and poetry. The first and only name I thought of was Javed Akhtar. Initially, I wasn’t sure if he would take it up, as he doesn’t usually write ad films. But when I met him in Mumbai and shared the idea, he immediately agreed, calling it a beautiful concept.
Q] Magic Homes offers verified Real Estate Regulatory Authority (RERA) data, transparent pricing, and unbiased advice. How do you ensure credibility?
Verification and transparency are central to Magicbricks. Magic Homes is designed for new launches and under-construction properties, often targeting first-time buyers and investors.
The platform offers three key elements: the largest choice of new launches, RERA-verified project data, and expert reviews. Consumers can access all details in one place, without needing to check multiple sources. This ensures authenticity and confidence in decision-making.
Q] How do you allocate your annual marketing spends across different media?
We follow a digital-first strategy, as digital has become integral to everyday life. The majority of our spending goes to digital platforms.
That said, we also invest significantly in ATL media—especially television, which allows efficient reach to larger and newer audiences. With the growth of OTT and connected TV, we can now target even more sharply. Our model is digital as the base, layered with TV and other media like print, radio, and outdoor.
Q] You launched this campaign ahead of the festive season. What role does seasonality play in your business?
Real estate doesn’t follow sharp seasonal trends like other categories. However, auspicious periods such as Navratras in the North, Gudi Padwa in Maharashtra, or Pongal in the South often see increased interest in property.
The festive season also brings heightened consumer sentiment, making it a good time for brand activation. That’s why we launched Pata Badlo, Zindagi Badlo in the pre-festive phase to sustain through the season.
Q] Some consumers have faced negative experiences with online property platforms. How do you address skepticism?
Our role is to empower consumers with transparent, verified information so they can make well-informed decisions. We also offer services like Assisted Search, where relationship managers help consumers evaluate projects. By ensuring access to facts, we minimise the chances of negative experiences.
Q] Many e-commerce platforms are exploring immersive tools like AR and AI. What is Magicbricks doing in this space?
We already offer immersive solutions through our division, Converse AI. We work closely with developers to create 3D walkthroughs, AR/VR experiences, and even VR rooms at project sites. These technologies allow consumers to experience projects in an entirely new way, and many developers partner with us for these solutions.
Q] What’s next for Magicbricks?
Magicbricks today is a full-stack platform. Along with property search, we offer home loans, interiors, and products like PropWorth, which instantly estimates property value.
Our focus is to strengthen these offerings, reach more consumers, and grow not just our core business but also allied verticals like home loans and interiors. The idea is to create a holistic ecosystem for every property need.
