The message is very clear-cut: buyers and sellers both benefit when the middleman is cut out of the transaction
BestMediaInfo Bureau | Delhi | October 16, 2012
Tradus.com has partnered with ITSA to launch its second film titled 'Remove the middleman and get wholesale prices'. ITSA is a three-month-old company and this is its first television spot, which they have conceived, produced and directed.
The film is about a couple performing a transaction. A young smart girl representing buyers asks a guy, 'I'd like to buy that phone'. The guy, representing the sellers, offers the phone. Stting on the table between the two is the middleman who has been eagerly waiting, almost drooling at the prospect of making his cut. He snatches the phone and gives it to the girl. With the other hand he snatches the money out of the girl's hand, gives it to the guy, but not before taking out his own commission!
That's when a cursor comes and clicks the middleman away and a voiceover completes the story: “Remove the Middleman. Log on to Tradus.com and buy directly from sellers and get wholesale prices at your doorstep.”
Ashish Kashyap, CEO, IbiboGroup, that owns Tradus.com, Goibibo.com, PayU India, said, “This is the second series of Tradus creatives. We wanted to drive home our core differentiation of being a marketplace rather than online retailers. As a marketplace Tradus enable sellers to list on their own on the platform and sell directly to buyers, thereby removing all the inefficiencies. This helps buyers get wholesale prices. ITSA has been an excellent partner to create a crisp communication through this well produced film”
Emmanuel Upputuru, Copywriter, ITSA, commented, “We co-created this spot with the client. Ashish Kashyap was very clear in what he was looking for. It was a bold stance to take to get rid of the middleman. We just had to find a plot that would demonstrate that proposition visually and effectively. When you take one look at the film you know what the benefit is for the consumer. Manoj Pahwa came to my mind the moment I thought of the idea of putting the middleman on the table.”
Daniel Upputuru, who makes his debut as a director with this film, said, “I wanted to treat the film like a painting. The lighting has been borrowed from Caravaggio. When Emmanuel shared the script I saw the guy and the girl in a beautiful setting. But right in the middle of them is this middleman who spoils the picture. So, the only way to restore the picture is to remove the middleman.”
Anirban Mozumdar, Account Executive at ITSA, commented, “The purpose of offline communication for any online website is to single-mindedly express its purpose of existence. For Tradus.com it is about telling the consumer that it is here to offer a service that wasn't there – to buy directly from sellers, so you get wholesale prices at your doorstep.”
Tradus.com is India's fastest growing marketplace, where buyers and sellers come together to conduct transactions. With over a thousand pre-qualified merchants and an industry-leading buyer protection policy, Tradus offers a worry-free shopping experience where you can buy a wide variety of products across 50 different categories ranging from the latest gadgets to exquisite hand-crafted jewellery – all in one shopping cart. With no retailers in the middle, you get wholesale prices on branded products.
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