Mindshare bags media consulting, deployment duties for Jabong.com
TVC goes live, captures consumer attention to Jabong's USP
BestMediaInfo Bureau | Delhi | April 4, 2012
Mindshare North has won the media consulting and deployment duties of Jabong.com, following a multi-agency pitch, which took place in Delhi.
The pitch was led by Saket Sinha, Partner – Client Leadership, and his team at Mindshare. The team's grasp of consumer insights in the space of e-tailing coupled with targeting recommendations based on information from both proprietary studies such as TGI and that from external industry research helped Jabong.com understand the India market a lot better and swung the decision in favour of Mindshare Delhi.
Within three months of being in the Indian market, Jabong.com, an online fashion and lifestyle retail destination, has launched its first round of television commercials. Building on the Indian consumer's growing interest in shopping, this commercial effectively brings alive the consumer's joy at having the latest fashion and lifestyle collections on his fingertips.
The 30-second commercial leaves the audience with a surprising awe, showing a quick scan of the wide range of lifestyle products available online. The film ends with a clear reference to the benefits that the portal offers including free shipping always, cash on delivery and a policy of 30-day returns.
Commented Manu Kumar Jain, Managing Director, Jabong.com, “We are aware that we need sustained communication, delivered creatively in order to become the single 'go-to' destination in our customer's mind when thinking fashion and lifestyle. Therefore, the priority was to align with agencies that would be able to deliver that promise. Mindshare was certainly a strong runner right from the start, and we have finally decided to go with them for media deployment advice.”
Said Rahul Thappa, Client Leader for Mindshare North India, “This win underscores our understanding of the e-tailing market consumer which we as Mindshare have been evolving over the last couple of years. We're quite excited and proud to have been entrusted with helping to grow Jabong.com's business model in India using our consumer and media knowledge and we're looking forward to a long and fruitful association with Jabong.com in the years to come.”
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