Zovi.com's first TVC shows how to become stylish at the click of a mouse

Conceptualised by JWT Bangalore in a story-telling format, the TVC is designed in a way that the audience realises that it's possible to get fashionably transformed with Zovi

BestMediaInfo Bureau | Delhi | October 19, 2102

Online shopping portal, Zovi.com, has launched its first TV commercial 'Get Smart about Style'. The campaign highlights Zovi.com as the destination for the widest range of clothing and fashion accessories for men and women.

Zovi from Robemall Apparels was launched in July 2011 with a men's fashion line and has since grown to include a women's line and an increasing number of fashion products such as shoes, socks, bags, belts, ties jewellery and home furnishings. It is the only online fashion brand which follows global trends. The brand is stylish (not edgy, street or high fashion), friendly and effortlessly cool.

Targeted at value and quality seeking shopping enthusiasts across the country in the age bracket of 20 - 35 years, Zovi.com's campaign emphasises 'Get smart about style' which communicates the essence of Zovi's mission of simplifying fashion and lifestyle to fulfil the aspirations of people online.

Conceptualised by JWT Bangalore in a story-telling format, the TVC is designed in a way that the audience realises that it's possible to get fashionably transformed with Zovi.com. The campaign highlights situations in which the protagonists are able to fulfil their fashion and lifestyle needs by getting the stylish and effortlessly cool clothing at affordable prices. The TVC is being created in three languages – Hinglish, Tamil and Telugu – to cater to multiple regional demographics while having a national appeal. The campaign was launched on October 12, 2012

Commenting on the commercial, Manish Chopra, CEO, Zovi.com, said, ”Zovi's mission has always been of simplifying fashion and fulfilling the aspirations of our consumers at the click of a mouse. This commercial is reflective of our deep focus of making our consumers look good and making the process very convenient. It also talks about the fact that we have the option of cash on delivery and also an extremely fair exchange policy. The TVC marks the beginning of our advertising campaign which I'm sure will make an impact on the audience.”

The ad is set against the backdrop of a class reunion where a group of women are discussing that all the guys from their class look really bad now. Suddenly, a very smartly dressed guy appears and catches the attention of all the girls. The women fail to recognise him and it is only when he comes and refreshes their memory about the fact that he used to be a geek called Gautam is when they realise who he is. They ask him if the credit of this fantastic transformation should be given to his wife. He turns around and says that it's all thanks to Zovi.com!.

James Mani, Creative Director, JWT Bangalore, said, “We felt that brand Zovi being fairly new in the communication space, makes for a perfect vehicle to showcase the transformation of the main protagonist who was the class 'geek' at one time into this demi-god with an 'all eyes on me' status. And the transformation from 'geek to chic' has happened thanks to him discovering brand Zovi. At the same time, while the main storyline runs along, brand Zovi's benefits of home delivery, exchange policy and international styling are woven in effortlessly.”

Apart from the TVC, there is also a print campaign that tackles the travails and barriers of online shopping, especially fashion.

The TVC:

Credits:

Agency: JWT Bangalore

Client: Robemall Apparels

Creative: James Mani, Kanick Raj Samuel, Rohan Kodialbail

Planning: Ajay Ravindran, Navonil Chatterjee

Production House: Old School Films

Director: Piyush Raghani

Info@BestMediaInfo.com

Info@BestMediaInfo.com