The e-commerce website has earmarked Rs 75 crore for its first ever brand campaign
Sohini Sen | Mumbai | August 4, 2014
E-commerce site Shopclues.com has awarded its media business to Xposure and its creative duties to Enormous. Ranked by Assocham as one of the top five e-commerce companies in India (2013), the site has earmarked Rs 75 crore for its first ever brand campaign. According to information, Enormous won the account after a multi-agency pitch which saw participation from ITSA and Ogilvy & Mather.
The brand has already carved a niche for itself in the Indian e-tailing space with over 65,000 merchants powering an extensive selection of 5.3 million products, across 3,000 listing categories. It is now ready to roll-out a full-fledged branding and mass communication campaign to further its penetration and recall in broader geographies and demographics.
"Shopclues is a wide-horizon player which launched in 2011. We decided that we will learn for some years and only when we are ready with our learnings about how the Indian consumer behaves, will we span out. Shopclues is more like a bazaar on an online portal. We are trying to go bigger in that space and reach tier two and three towns as well. Therefore, we needed agencies which had that selective approach. We chose Enormous because Ashish Khazanchi's earlier work already had that kind of clutter-breaking and topical feel," explained Shweta Jain, Consultant, Shopclues.com.
Rajul Kulshreshtha, Co-Founder, Xposure, said, â€œWe are a pretty new media agency. Sundeep Sharma and I started Xposure in 2013. We are excited for this account win. It is a great challenge since e-commerce is a crowded place. There are two categories which are growing faster than any other â€“ telecom and e-commerce. Fortunately or unfortunately, we have challenger brands in each. While in one category we are already on our way, I am positive that with Shopclues too we will see great success."
Gionee smartphones and Matrix are some other clients that Xposure handles.
The Public Relations mandate has been assigned to Value 360 Communications, headed by Kunal Kishore Sinha, who has a track record of scaling up start-up brands. The digital work will be handled by iProspect, headed by Vivek Bhargava.