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Jabong.com does a fun take on ‘shopaholism’

Created by Draftfcb Ulka, the TVC on the theme ‘Fashion Nikla Mann Fisla’ is a humorous take on common human behaviour in the context of fashion and lifestyle

BestMediaInfo Bureau | Delhi | February 26, 2013

Jabong.com, the leading one-stop fashion and lifestyle shopping portal, is launching a new ad campaign with the theme ‘Fashion Nikla Mann Fisla’. The campaign, comprising three TVCs, is a humorous take on common human behaviour in the context of fashion and lifestyle.

The campaign, created by Draftfcb Ulka, shows situations where the protagonists prioritise their shopping needs over other important situations. This brilliantly elucidates the allegory of Jabong.com being a ‘temptation island’ of latest trends and styles, where the consumer will be selfish for his shopping needs and prioritise them over everything else.

The campaign is witty and brings forth the core insight of the brand: ‘Shopaholism’. It is fresh, catchy and appealing, and has the elements to strike the right chord in terms of spreading awareness about the brand. It features a young couple where the husband convinces his wife to stop worrying about their kid’s pre-schooling and take pleasure in the astounding assortment that Jabong.com offers. The wife, being a shopaholic, falls in the trap and the excitement for shopping continues.

Manu Kumar Jain, Co-Founder, Jabong.com, said, “Our new campaign combines the enthusiasm for shopaholism and general human behaviour of a little greed when it comes to fashion and Jabong.com. The idea is to educate customers on the widest assortment of products across categories that are just a click away while clearly setting Jabong.com as a youth brand for those who prefer shopping over everything else. The campaign matches the euphoria of a shopaholic with the dilemma of having to prioritise things in life. We have always validated and emphasised on the concept of ‘shopaholism’ and through this campaign, we have gone a little further in highlighting how Jabong.com has made fashion the only important facet in people’s lives by offering them all that they have ever aspired for.”

Sanjay Sharma, Group Creative Director, Draftfcb Ulka, elaborated, “The main objective of the new campaign is to differentiate Jabong.com in the crowded online shopping business while at the same time establishing its supremacy in the areas of trends, styles and all things fashion. When it comes to the youth, there is a certain selfishness associated with shopping and we wanted to bring out this prioritisation of shopping over everything else in our campaign in a tongue-in-cheek manner which will resonate with our target audience.”

“All researches with consumers indicate that there’s no such thing as planned shopping when it comes to apparels. Today the consumer is hooked on to the concept of shopping on a whim. Jabong.com is a fashion and lifestyle related shopping store which encourages shopaholics to go ahead and splurge on a whim, putting every other priority in life on the back seat. This is the core thought behind the campaign. We believe that the insightful take on human behaviour will resonate with consumers and take Jabong from a cold and functional area of fashion into a human area, and lend a definitive identity to the brand,” added Sridhar Iyer, VP - Client Servicing, Draftfcb Ulka.

With the new campaign Jabong.com hopes to capture the attention of the fashion conscious shopper looking for a one stop shop and an unparalleled shopping experience. The behavioural insight has been delightfully shown through the three TVCs.

The TVC:

[youtube]http://www.youtube.com/watch?v=N9zYbHp3AEE[/youtube]

Credits:

Client: Jabong.com

Agency: Draftfcb Ulka

National Creative Director: KS Chakravarthy (Chax)

Group Creative Director: Sanjay Sharma

Creative Team: Abhijeet Ray, Thupten Londhen, Indrani Vohra, Somil Bhatia

Client Servicing: Sanjay Tandon, Sridhar Iyer, Akshatha Bhat, Varun Tanwar, Vidushi Goyal

Planning: Sidharth Grover

Films: Alpa Jobalia, Mazhar Khan

Production house: Storytellers

Director: Arun Gopalan

Info@BestMediaInfo.com

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