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Just Buy gives voice to 'aam dukandaar'

Created by Ferry Wharf Communications, the campaign highlights the need to empower small retailers and address their challenges

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Just Buy gives voice to 'aam dukandaar'

Just Buy gives voice to 'aam dukandaar'

Created by Ferry Wharf Communications, the campaign highlights the need to empower small retailers and address their challenges

BestMediaInfo Bureau | Mumbai | February 16, 2016

aam-dukandaar Click on the image to watch the TVC.

Just Buy Live has announced its marketing campaign 'Just Buy. Ek App. Ek Awaaz'. The e-distributor first launched a series of television commercials as teasers, before launching the 'Just Buy Live' app for retailers. The campaign highlights the need to empower small retailers and address their challenges.

Just Buy Live's campaign has been conceptualized and executed by Ferry Wharf Communications (FWC), a Mumbai-based Strategy, Design & Advertising Firm.

Just Buy first launched a teaser 'Aap ki Awaaz'. The television commercials focused on the frustration of the small retailers in the age of e-commerce and similar market players who are eating into their share of the pie. The commercial shows retailers and their wives talking of losses because of e-commerce players. Retailers of grain, soaps, medicines and grocery wonder aloud if anyone, anywhere cared about them. Then a voice calls out from the backdrop, saying 'Just Buy, Ek App. Ek Awaaz. An app which will deliver your needs.'

Sahil Sani, Founder, Chairman and CEO, Just Buy Live, said, “As the world's first e-distributor we had to resist the temptation of simply announcing 'here's a revolutionary product'. Instead we took a step back and looked at why we came up with Just Buy.”

“Just Buy was born out of exasperation with traditional distribution systems that put the retailer, the 'aam dukandaar', at a disadvantage. Add to it the real threat to the aam dukandaar's business because of the discount-sale model of online retailers, and we have a potent combination of status quo (of distribution) colliding with frustration and uncertainty experienced by the aam dukandaar.”

“For me, Just Buy is not only the world's first e-distributor, it is a movement, a revolution that will give back the aam dukandaar his confidence financially and emotionally,” said Bharat Balachandran, Co-founder and Managing Director, Just Buy Live. “The only difference between a retailer and us is that everyone only seems to care about us, 'us' as in the consumers.”

Theron Carmine, Director, Strategy, FWC, said, “In the process of getting a product from the manufacturer to the customer, the most important point is where the customer actually interacts with the product. That point is the retail store and surprisingly, it is the most neglected link in the chain. The average shopkeeper doesn't understand the online retail model, valuations, funding etc. and is perplexed by the fact that online businesses are making losses and yet have big bucks to spend on advertising campaigns. He is unable to understand this loss-making business model and wonders why it is the darling of the media and those in power.”

Nilesh Patil, Executive VP, Network Media, said, “The challenge was to target a segment that had no available media consumption data. We had to go beyond traditional thinking and market information. That's where learning's from past market visits came handy. We planned the media with a combination of data, gut feel and experience. The results are validating the approach, with a substantial number of downloads from the moment the reveal happened on TV.”

Deven Sansare Deven Sansare

Deven Sansare, Creative Head, FWC, said, “When the only thing you know to earn a living is under threat, you feel trapped. This feeling of entrapment triggers a bunch of emotions. Some look outside for help and hope for a messiah, some explore the possibility of violent protests, while others see a conspiracy against them. On the other hand, when the family earnings suffer, the family suffers too. These very emotions have been captured in the TV commercials in both the teaser and reveal phases.”

Sani concurs with Sansare. He said, “The important emotional aspect that the TV campaign explores is the feeling among retailers that they are pitted against forces much larger than them. It is the classic David versus Goliath scenario that is playing out in the retailers' minds and on the business front. Just Buy is the 'aam dukandaar's' voice, his 'awaaz'. All we have done is give it a loudspeaker.”

Elaborating on how they went to market this Chetan D'Souza, VP, Marketing, Just Buy Live, said, “When we started work on the teaser and reveal campaign, we realized there was very little data available on the media consumption patterns of India's smaller retailers. So we decided to reach out to them through a media mix that combined television, digital and outdoor.”

“On TV, our ads were broadcast in six languages across 40+ English and regional language channels,” D'Souza went on to say. “The primary focus was on news channels in these languages, followed by GEC, movie and religious channels. Our ads were also broadcast during the India-Australia T20 match on January 26. We believe the TV ads have been hugely successful, and the app downloads and registrations figures support that. In addition, Just Buy Live did a digital campaign in eight languages on YouTube, Google banners and Google Search.”

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Just Buy Live Enterprise

Agency: Ferry Wharf Communications

Creative Head: Deven Sansare

Director Strategy: Theron Carmine

Servicing Head: Rudolph D'Souza

Production House: Imaginarium Media

Director: Ari Sam

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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