Magicbricks leverages Gulabo Sitabo's storyline in latest marketing act

Amazon Prime Video and Magicbricks will use the content of Gulabo Sitabo for cross-promotional activities

BuzzInContent Bureau
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Click on the image to watch the Video.

Magicbricks, the property site, has announced its collaboration with OTT major Amazon Prime Video for the release of the latest Bollywood flick Gulabo Sitabo, starring Ayushmann Khurrana, Magicbricks’ brand ambassador, and Amitabh Bachchan.

This partnership marks the first-ever release of a film on an OTT platform, thereby creating history and charting a new normal in the Indian entertainment space. The collaboration would enable both Magicbricks and Amazon Prime Video to leverage interesting and intriguing content across their respective social media platforms.

The movie presents a quirky slice of life where Mirza, the landlord, enacted by Bachchan and the tenant, Baankey, essayed by Khurrana lit up the screens with their sweet and sour relationship, besides bringing alive a motley mix of unique issues and challenges between landlords and tenants.

Magicbricks leverages the film’s storyline as it aptly fits the bill with its ability to enable property seekers in their journey towards their dream home. Khurrana with his character in the movie as a struggling tenant sets the context right for Magicbricks.

Commenting on this collaboration, Prasun Kumar, Marketing Head, Magicbricks, said, “Magicbricks as a brand has always been at the forefront of pioneering trends and charting new normal. We are extremely delighted to partner with Amazon Prime Video for the first-ever OTT launch of a movie. And when the movie happens to be something as spectacular as Gulabo Sitabo featuring our brand ambassador Ayushmann Khurrana and the legendary Amitabh Bachchan, our excitement only moves up a notch higher. The narrative of the movie sets a brilliant context for Magicbricks that brings in clarity and sanity in the lives of homebuyers and tenants with a vast array of options and an integrated suite of services.”

Gulabo Sitabo is about two slimy scheming foxes, Mirza and Baankey, in a game of one-upmanship, each one attracting other members to their clan and each one with an agenda of his own.  ‘Mirza’ (Amitabh Bachchan) is a 75-year-old landlord, who would move heaven and earth for his most prized possession – an old depleted mansion in the heart of Lucknow. But this comes with its own cluster of ‘pricky thorns’ – tenants. Among them most prominently ‘Baankey’ (Ayushmann Khurrana), a shrewd, sly and squatted tenant, who matches Mirza in their ceaseless bantering. Gulabo Sitabo is a quirky slice of life, where Mirza and Baankey are like Tom and Jerry — unique and unmatched, friend and foe, naughty and smart, little and large, all combine to produce chaos.

Khurrana’s video promoting Magicbricks:

Magicbricks Gulabo Sitabo