Conceptualized by Enormous Brands, the brand’s first ever TVC highlights the online retailer’s value proposition of being the destination for wholesale rates
BestMediaInfo Bureau | Delhi | September 30, 2014
ShopClues.com has launched its first TV commercial which went live on September 18. Conceptualised and created by Enormous Brands, the TVC highlights the online retailer’s value proposition of being the ultimate destination for a wide variety of products available at wholesale rates.
ShopClues has recently unveiled its new logo to reflect its market position with 15 million monthly visitors, over 9 million products and more than 75,000 merchants on its platform. Its website and mobile app have been revamped to a savvier user interface and experience (UI/UX). ShopClues now aims to communicate its vision through this mass media campaign for greater customer outreach.
The TVC starts with a strong hawker with an oversized stack of goods on his head shouting, ‘Wholesale ka rate, tu kya lega seth.’ Everybody in the busy street is seen looking at him. Then it shows a man on his balcony picking up a hat from that huge stack and saying, ‘Saara wholesale ka market, theek aapke ghar tak, ek cheez bhi lo toh wholesale rate pe.’ The The TVC ends showing the logo of ShopClues.com.
Radhika Ghai Aggarwal, Co-Founder, ShopClues.com, said, “We nurtured the brand by first establishing a formidable presence in India before unveiling our market position. In the current quarter, we are eyeing a significant milestone – the launch of our first-ever brand campaign which includes a revamp of our desktop and mobile sites, a rebranding exercise with a new logo and other assets, and a TVC supported by extensive ATL and digital initiatives. We hope to tap into new customer pools and diverse markets with our mass-media campaign, as well as further grow our merchant base.”
“The essence of the ShopClues campaign is to speak directly to the customer – to engage in a dialogue with him, in a language and context that he will relate too - while communicating our core benefits of value for money and a great selection of products,” she added.
The TVC will be launched through a high-frequency build up media plan for about 4-6 weeks with a strong GEC presence, followed by music channels, Hindi news channels, movie channels and youth entertainment channels. The presence will be further extended by implementing sustained edits, content-related innovations and a concerted digital presence which reiterates the positioning of ShopClues.com as the go-to destination for new age customers across the country.
Creative Agency: Enormous Brands
Production House: Lensflare
Producer: Naved Khan
Creative Director: Ashish Khazanchi