Conceptualised by JWT, the campaign comprising two ad films aim to bring together Askme’s single proposition of ‘One-stop destination’
BestMediaInfo Bureau | Mumbai | August 11, 2015
Askme and its online marketplace, Askmebazaar, recently launched two comprehensive campaigns featuring Ranbir Kapoor and Farhan Akhtar, respectively. Both these campaigns aim to bring together Askme’s single proposition of ‘One-stop destination’.
Askme’s campaign, ‘Baap of all trends’ is in line with brand ethos of being ahead of the curve. Through this campaign, the company aims to position itself as the one-stop destination that caters to diverse needs of a customer. With enormous options available online, today’s youth seeks some credible advice. Where to go, what to do and what to eat are questions that grapple today’s youth. Askme seeks to provide answer to these questions and many more in times to come.
In a move to connect with today’s youth, the campaign aims to fill the gap between a whole plethora of options available in the online space and the lack of one credible source for the same.
Further, with the launch of the campaign by Askmebazaar.com, the company introduces a novel concept of online retail therapy. ‘One Click Therapy’, as the name suggests, acts as the driving force for customers to lead a stress free life. Online marketplace in Askmebazaar is positioned as stress buster via retail therapy as it offers next day delivery on top brand with best deals.
Conceptualised by J. Walter Thompson, both the campaigns use a comprehensive multimedia approach, compelling facts and vivid imagery designed to change consumers buying behaviour.
Manav Sethi, Group CMO, Askme, commented, “Both these campaigns are built on consumer insights. Search has moved from discovery to aggregated opinions and hence, Askme assumes that leadership position across India to communicate best places to eat, wear, and relax, etc. The option to transact these products and be in the trend is made available by Askmebazaar, where majority find platforms such as these an option full of choices, brands and best prices and hence, ‘stress mein don’t go bizarre; shop on askmebazaar’.”
Saurabh Saksena, Senior Vice-President & Executive Business Director, J. Walter Thompson, added here, “Over the past few years, consumers are turning to the Internet to see what choices they have, whether for eating out, travel destinations, fashion, gadgets, plays, etc. While there are many destinations that offer them choice, few offer them advice. The poor consumer is left asking people who they know (and who may not be experts) for their advice about where to eat, where to travel to, which movie to watch, what to wear and what gadget to buy, etc.”
“These ‘advisors’ may not be the best people to ask. This forms the basis for our campaign, we have had the most fun coming up with. ‘Don’t ask just about anyone, ask the BAAP of all trends, askme.com’. Askme.com offers to satisfy this need to get advise/ recommendations from a credible source, through curated experiences,” he added.
Askme has witnessed a tremendous growth in searchers on their website over the last one year, taking it to 70 million searches a month.
Client: Getit Infoservices
Creative agency: J. Walter Thompson
Senior Vice-President & Executive Business Director: Saurabh Saksena
Senior Vice-President & Executive Planning Director: Pinaki Bhattacharya
Vice-President & Senior Creative Director: Sundeep Sehgal