ShopClues seeks to attract merchants nation-wide to come on board

Created by Enormous Brands, the new TVC makes a robust call-to-action and encourages local merchants to become national-level sellers by signing up on the site

BestMediaInfo Bureau | Mumbai | June 8, 2015

Click on the image to watch the TVC.

ShopClues has unveiled its new TVC, conceptualised and created by Enormous Brands, Mumbai, targetted at merchants across the nation. Aimed at bringing shop-owners, traders, merchants and SMEs across the country on to ShopClues, the TVC illustrates how ShopClues can provide them the perfect platform to sell their products online, minus the usual hassles. It makes a robust call-to-action and encourages local merchants to become national-level sellers by signing up on the site. The TVC went on air on June 4, 2015.

The ad film opens with a young boy breaking a lamp with his cricket bat, followed by a dog, a strong breeze, an angry wife, a careless maid and several other regular occurrences causing lamps in different homes to shatter. The next shot focusses on a shopkeeper in a small town who ends up selling all his lamp shades within seconds. The voiceover highlights how he has achieved this success: 'Dhanda khulke muskurayega jab woh shopclues.com pe aayega' (Your business will shine when it is listed on ShopClues). This is followed by appearances of several small traders on screen who witness quick turnarounds of their business. Eventually we find out that all of them are actually operating out of the ShopClues website and this is how they are so successful.

The tone of the TVC is direct and conversational to engage effectively with its target audience. The target group comprises smaller businessmen across geographies in India who are selling low-ticket items, unstructured product categories, regional products that are unique and highly sought-after and those who have scale of production but not adequate reach. The objective is to show them that ShopClues.com offers a hassle-free on-boarding process and will enable them to sell in the 25,000 cities it serves and to its over 50 million monthly visitors.

Radhika Aggarwal, Co-Founder and Chief Business Officer at ShopClues.com, explained, “Our new TV merchant ad campaign aims at bringing new sellers on board on a journey of mutual growth at a stellar pace. India is a land of traders, with innumerable small businesses across the country with a wide variety of great products. They are, however, rarely able to expand beyond their immediate geographical area because of the high distribution costs and other impediments. With this campaign, we aim to show them how they can achieve the pride of being national sellers and also help them discover the ease of selling online.”

“ShopClues has a reach that cuts across geographies and across socio-economic profiles. With crores of people shopping at the platform every month, it is the best way for a manufacturer or trader of quality goods to in an instant expand his footprint of operations. ShopClues, with its easy registrations, also makes it simple for people to access this vast set of consumers. The commercial highlights the fact that a particular trader may not have a footprint that would go beyond his immediate vicinity. However, with ShopClues.com, the entire country is viably his playground,” said Ashish Khazanchi, Managing Partner, Enormous Brands.

Additionally, the advertisement illustrates that customers look at ShopClues as the ultimate destination for a vast product portfolio across 5,000+ categories.  Therefore, no matter which category one operates on, he will find a ready market on the platform.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: ShopClues

Creative agency: Enormous Brands

Managing Partner: Ashish Khazanchi

Executive Creative Director: OR Radhakrishnan

Creative team: Rajaram Kavatar, Vighnesh Gangadharan, Neha Sukumar, Santosh Jekate

Client Servicing: Bharat Gupta

Planning: Poonam Raichura

Production House: Scramble Eggs

Director: Tom Khoshy

Producer: Rajiv Vishwanathan

Executive producer: Ujaala Chaudhuri

Music: Sanjoy Dazz, Amabar Das

DOP: Sylvester Fonseca

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