Kriti Sanon and Magicbricks: Making Home Buying More Relatable Through Celebrity Ads

Discover how Kriti Sanon became part of Magicbricks’ celebrity marketing strategy. Explore their home buying campaigns, real estate advertisements, celebrity partnership, and approach to connecting with Indian homebuyers.

Most consumer advertising sells something people can decide on quickly. Real estate is different. Searching for a home involves comparing locations, budgets, paperwork, and long timelines, a process that can feel more like a project than a purchase. That makes the communication challenge for a platform like Magicbricks unusual: it needs to make a genuinely complicated, high-involvement process feel approachable rather than overwhelming.

This is roughly the job Kriti Sanon was brought in to help with in August 2019, when Magicbricks named her, alongside actor Ayushmann Khurrana, as brand ambassador. The specific question worth examining is not simply that a well-known actress endorsed a property platform. It is how Kriti Sanon and Magicbricks, together, try to bring warmth and familiarity to a category that can otherwise feel purely transactional.

Understanding the Partnership

Magicbricks' own announcement was direct about its reasoning. Prasun Kumar, then Marketing Head at Magicbricks, said the brand had decided to associate with "two leading actors to drive bigger consideration and preference," adding that their fan following would help it "penetrate newer segments." Kriti Sanon's own statement pointed to something more specific than fame: "Property seeking journey can often be hectic," she said, describing having watched friends and family "shifting homes every now and then" and valuing a brand that "stays with you through every step of the process."

That comment matters because it frames her association around a shared, relatable observation rather than a purely commercial arrangement. A few factors support the fit: her recognisable, contemporary public image suited a brand wanting broader consumer reach; her appeal among younger, urban audiences aligned with Magicbricks' target segment of first-time and repeat home seekers; and her own framing of the partnership around personal, secondhand experience of house-hunting gave the endorsement a note of familiarity rather than distance.

Why Kriti Sanon Is a Strong Fit for Magicbricks

The distinction between visibility and fit matters here. Many recognisable actors could draw attention to a property advertisement. Fewer bring a persona built specifically on approachability and everyday relatability rather than aspirational distance, which is what a category tied to a major life decision actually needs.

Kriti Sanon's public image, built through a mix of mainstream commercial films and a broadly likeable screen presence, supports Magicbricks' need to feel accessible rather than corporate. Her comment about watching people close to her go through hectic moves suggests the brand wanted an ambassador who could speak to the emotional texture of the process, the hassle, the stakes, the significance of eventually finding the right home, rather than someone who would simply lend a recognisable face to a service description.

Kriti Sanon and Magicbricks Collaboration Ads

Play

Kriti Sanon's role with Magicbricks began with the August 2019 signing alongside Ayushmann Khurrana, positioned to feature in "various Magicbricks' campaigns in the future." The pairing itself was a deliberate choice, according to Magicbricks: both actors' "high audience reach and mass relatability," built through the kind of relatable, non-glamorous roles they had each taken on in their careers, was cited as suiting the campaign's narrative.

By January 2021, Magicbricks refreshed this association with a new push described as chasing "fresh consumer demand in the New Year," rolling out a marketing plan across television, digital platforms, social media, and influencer content, with both ambassadors featured as the brand ventured further into property services beyond simple listings. This 360-degree structure, spanning multiple formats rather than a single television spot, reflects how Magicbricks used the pairing to support a broader business expansion rather than a one-off announcement.

It is worth being precise about the scope of Kriti Sanon's specific involvement. A later Magicbricks campaign, "Property Sahi. Aur Ab Services Sabhi," launched in 2022 around the brand's expanded services offering, was built specifically around Ayushmann Khurrana as a solo voice-over-led film, without Kriti Sanon featured in that particular execution. This distinction matters: not every Magicbricks campaign from this period involved both ambassadors, and her documented role centres specifically on the 2019 signing and the 2021 campaign push rather than every piece of Magicbricks advertising released since.

Across her confirmed appearances, the consistent thread is her own framing from the outset, presenting Magicbricks as a brand that stays with a consumer through a hectic, emotionally significant process, rather than simply listing the platform's search features.

Making Home Buying More Relatable Through Celebrity Ads

Relatability matters specifically in real estate because the category is tied to a major, often stressful life decision rather than a routine purchase. A functional advertisement listing search filters or property counts risks feeling clinical against the emotional weight of the decision itself. Kriti Sanon's own comments about watching people close to her navigate hectic moves gave Magicbricks a way to acknowledge that stress directly, rather than only presenting the platform's efficiency.

This does not mean her presence changes how many people search for property or which platform they choose. What it does is give Magicbricks a more human entry point into a process that can otherwise feel like paperwork, positioning the brand as something that understands the hassle rather than simply facilitating a transaction.

How Magicbricks Uses Celebrity Branding in Real Estate Marketing

Magicbricks' decision to sign two ambassadors simultaneously, rather than one, reflects a specific strategic choice. Prasun Kumar's own comments framed the move as being about scale, using both actors' combined reach to "penetrate newer segments" as the brand, already the category leader by its own description, looked to grow further. 

For a service brand like Magicbricks, celebrity branding works to create emotional familiarity and recall around a platform that would otherwise be defined purely by its listings and search functionality. The celebrity's role here is to support that broader positioning rather than to replace the platform's actual utility, which remained the consistent subject of the brand's stated campaign goals.

Kriti Sanon as a Magicbricks Brand Ambassador

As brand ambassador since 2019, Kriti Sanon's association has extended across the original signing and the 2021 campaign refresh, giving Magicbricks continuity through a recognisable face across a period when the company was actively expanding its service offering. This kind of sustained association, rather than a single advertisement, lets a brand build cumulative familiarity, though it is worth noting her specific involvement has not extended to every subsequent Magicbricks campaign, such as the 2022 services-focused push built solely around Ayushmann Khurrana.

Turning a Practical Service Into a Lifestyle Conversation

Magicbricks' communication generally follows a sequence: establish what the platform does, help people search for and find property, then connect that function to the emotional significance of the outcome, a home, then let the ambassador's own relatable framing carry that connection. Kriti Sanon's quote about home buying evoking "a lot of emotions because having your own home is always special" captures this directly, tying the platform's practical function to a broader, more personal significance without losing sight of what the service actually does.

Why Celebrity Fit Matters in Real-Estate Advertising

Even for a service brand, celebrity selection carries weight because a poorly matched face risks making the brand's attempt at warmth feel hollow. Kriti Sanon's specific value lies in her ability to frame a practical service through personal, relatable language, rather than her fame alone. Her comments consistently return to real, if secondhand, experience of the hassle involved, which supports Magicbricks' broader goal of feeling like a companion through the process rather than simply a search engine.

What Kriti Sanon and Magicbricks Teach Us About Celebrity Marketing

A few lessons emerge from this partnership. Celebrity selection for a service brand benefits from an ambassador who can frame the category in personal, relatable terms, not simply lend recognisability. Pairing two ambassadors can extend a brand's reach across different audience segments, provided their combined image supports one coherent narrative. And precision matters: not every campaign under a shared ambassador deal necessarily features every signed celebrity, which is worth distinguishing when evaluating a partnership's actual scope.

Conclusion

The Kriti Sanon and Magicbricks partnership illustrates how celebrity advertising can make a practical, often complicated category like property search feel more familiar. Her recognisable, approachable image, paired with her own framing of home buying as both hectic and emotionally significant, gave Magicbricks a way to acknowledge the real difficulty of the process while still directing attention to the platform's role in easing it.

For service brands more broadly, the lesson is that the right celebrity can turn a functional message into a more human story, making the brand easier to relate to without taking attention away from what the service actually offers.