Conceptualised by Boring Brands, the first phase of the campaign titled ‘Cashback Toh Banta Hai’ comprises three ads, and aims to connect with the youth who are perennially looking for bargains
BestMediaInfo Bureau | Delhi | September 8, 2014
One of India’s largest cashback and coupons site CashKaro.com has kicked off its first multimedia campaign titled ‘Cashback Toh Banta Hai’. The campaign, created by Boring Brands, has been launched on YouTube with a video series and is targeted at the internet-savvy youth of India who are looking for bargains.
Within 24 hours of the launch of the advertisement, it received over 10,000 views on YouTube. Besides, the hashtag #CashbackTohBantaHai gained popularity and CashKaro.com trended on Twitter.
The first phase of the ad campaign will have three commercials featuring everyday Indian scenarios and reactions of the common man. The ads intend to highlight cashback as a concept, by using witty and humorous incidents depicting our addiction to getting cashback in every possible circumstance. One of the ads shows a Pandit performing aarti at a temple, while a devotee is expectedly waiting for prasaad. The idea of cashback is tied into the scenario in a humourous way.
The central idea of the campaign is to capture the next big wave in e-commerce: cashback. E-commerce brands are slowly realising the contribution of affiliate sites like CashKaro, and cashback offers have become a deciding factor for customers when choosing between the various e-commerce brands in India. Customers now expect to earn cashback irrespective of the product they are purchasing online. Whether it’s mobile recharge, fashion, books or big-ticket items like electronics, laptops and even travel bookings, CashKaro has been witnessing a high repeat purchase rate. This is also driven by shoppers realising that cashback can be earned over and above coupons provided by e-commerce sites themselves, thereby making the highest savings possible.
Swati Bhargava, Co-founder, CashKaro.com, said, “While an increasing number of people are now shopping online in India, many of them are still to experience the benefits and joy of getting cashback on any product they buy online. CashKaro is a young brand and our audience, majorly the youth, love both - a bargain and fun videos. A viral and visual medium like YouTube is perfect to connect with them. These ads show the ubiquitous love for cashback in a humorous way and convey the thought that ‘Har cheez pe Cashback banta hai!’ You just need to come to CashKaro before shopping, to get it.”
Anshul Sushil, Co-founder & CEO, Boring Brands, said, “As CashKaro is a pioneer in Affiliate Marketing, it was a key mandate for us to reinforce awareness about cashback being every customer’s right, while keeping the message light. CashKaro already has a well-engaged audience on Facebook and we wanted to expand that reach with this campaign, to ensure we are where our audience is – YouTube. Almost two-thirds of its viewers in India are youth under 35 years of age and are an emerging consumer pool. We picked ‘Cashback Toh Banta Hai’ as a theme as we have seen how Indians love little bargains in shopping, and added a creative drama to see how it works in the least expected scenarios. It has been an enriching experience for our team.”
The campaign will be promoted across other social networks and gradually be taken to TV, cinemas and outdoor, during the festive season. The ad campaign has been directed by Vinay Jaiswal, who has 15 years of experience working with large brands like BSNL, Hero Honda and HCL.
Client team: Swati Bhargava & Rohan Bhargava
Creative agency: Boring Brands
Director (film): Vinay Jaiswal
Production House: Kreative Wings Studios
Creative Director: Anshul Sushil
Producer: Shweta Jaiswal