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Irrfan Khan hums ‘aaram ki tune’ in IndiaMART TVC

The objective of the campaign, conceptualised by McCann Group, is to create awareness among masses on the wide opportunities that IndiaMART offers to buyers across the globe

BestMediaInfo Bureau | Mumbai | November 24, 2014

IndiaMART-TVC Click on the image to watch the TVC.

Online market place IndiaMART has released a new television campaign titled ‘Kaam Yahin Banta Hain’ with Bollywood actor Irrfan Khan. The objective of this campaign, conceptualised by McCann Group, is to create awareness among masses on the wide opportunities that the platform offers to buyers across the globe, who could easily find sellers across different product categories, by simply logging on to IndiaMART.

Commenting on the campaign, Aneesh Jaisinghani, ECD, McCann Group, said, “The campaign captures the USP of IndiaMART which is convenience – ease of buying. The TVC is targeted at smart buyers who are looking for a much reliable, quick and effective solution for all their key buying requirements. It establishes the fact that IndiaMART is their first choice.”

The TVC shows Khan as a well-informed, smart, new-age employee of a manufacturing house, who is pretty confident that all his key requirements could be fulfilled through IndiaMART effortlessly, whether it involves ordering of fabric, office furniture, buttons used in manufacturing of shirts, or air conditioners. Each time Khan needs to order something, he merely plays a tune and accomplishes his task before one even realises it; thereby implying that finding the relevant suppliers/sellers is as quick and easy on IndiaMART as playing your favourite tune. The film signs off with the brand thought ‘Indiamart.com – Kaam yahin banta hai’.

Sumit Bedi, VP, Marketing at IndiaMART, said, “We are extremely thrilled to roll out our first multi-media campaign, which focusses on increasing the brand awareness for IndiaMART, and also aims at establishing a stronger connect with the buyers. A recent global research also shows that businesses spend 52 per cent of their time in identifying the right business partners. This is where IndiaMART comes into the picture. A move in this direction, the TVC seeks to highlight the fact that IndiaMART allows buyers to shorten the time they spend in doing the same and find genuine sellers with help of just a click.”

“Our brand thought ‘Kaam yahin banta hai’ perfectly captures the essence of IndiaMART and how it has made possible for businesses to get their work done in no time. Irrfan has lent realism to our brand, with his extremely effective style of communicating messages, with which a common man is able to connect. Along with this, I am confident that the right blend of mass media channels would ensure that we reach out to all and clearly convey what we stand for,” he adds.

The 360-degree initiative is set to integrate print, TV, radio, outdoor and social media – Twitter, Facebook and YouTube. It primarily focusses on the new-age buyer, who demands hassle-free buying, to fulfil his business or personal requirements. Keeping up with the hashtag trend, a massive digital campaign was held on Twitter and Facebook page of IndiaMART earlier in the week, asking people to share their favourite #aaramkitune (tune that relaxes them the most), enabling IndiaMART to create the longest playlist of ‘Aaram ki’ tunes. The contest was a precursor to the main TVC.


Creative Agency: McCann Group

National Creative Director: Prateek Bhardwaj

Executive Creative Director: Aneesh Jaisinghani

Creative Director: Uddipta Borah

Assistant Creative Director: Pavitra Sharma

Jr. Copywriter: Anshul Nanda

General Manager: Vishal Sharma

Brand Leader: Vishal Kalra

Project Manager: Mamtah Sabhrwal

Films Dept: Films Head: Jeet Kalra

Production House: Handloom Picture Company

Director: Ram Subramanian

Producer: Ramya Rao

Music: Sameerudin

Cinematography: Kavin Jagtiani


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