Askmebazaar takes the fight to online market 'fakes'
Conceptualized by J Walter Thompson, the Askmebazaar.com campaign aims to set the standard in authenticity via genuine branded goods, a new narrative for a brand-conscious Indian audience, and a promise of no fakes
Askmebazaar takes the fight to online market 'fakes'
Conceptualized by J Walter Thompson, the Askmebazaar.com campaign aims to set the standard in authenticity via genuine branded goods, a new narrative for a brand-conscious Indian audience, and a promise of no fakes
BestMediaInfo Bureau | Mumbai | January 11, 2016
Click on the image to watch the TVC.
We all love our e-commerce platforms shopping for our favourite brands. But there is a large percentage of people who intentionally buy fake products to just save on some money, which has given rise to a whole new parallel market. In the wake of this harsh reality, JWT has created a proactive digital campaign, 'Get Real', for its client Askmebazaar.com which assures shoppers that they will get genuine products and encourages them to buy real brands.
The campaign was created to set the standard in authenticity via genuine branded goods, a new narrative for a brand-conscious Indian audience, and a unique promise of no fakes a first for the giant e-com business in India.
Released at a time when the entire country has been engaging in shopping online during the festive season, the five ads on YouTube that are addressed to both online buyers and sellers, aim to weed out fake products from the online e-commerce ecosystem in India.
All five films have been directed by Sundeep Sehgal, Senior Creative Director, JWT Delhi. Talking of this first of its kind initiative, Sehgal, said, “We wanted to tell people that buying fakes is the most ludicrous thing to do. Fakes are inferior in quality. They don't come with guarantees. And, of course, there's no return policy. In other words, fakes are like bad jokes.”
“We juxtaposed the idea with the observation that fake products have a very slight spelling change from the originals, and we deliberately created those bad jokes. The response from the online community was very positive. In fact, people started sending us their bad jokes which we converted into social media posts and posters,” Sehgal added.
Fakes have spawned some hilarious pop culture and memes on funny fakes – Dolce & Banana, Crocodile brand, etc. There are memes on how to pronounce foreign brand names correctly, childhood jokes on alternative meanings and insinuations of brand names. All this created fodder for a creative campaign that uses the allegory of bad jokes to egg on a mass consumer rejection of fakes in the category and to set the standard in quality, with an engaging and dedicated digital campaign.
Concerned with the growing fakes market in the online space, Askmebazaar had decided to initiate a zero tolerance policy against fake products about three months ago. After a series of stringent measures over that period, the company has achieved near total success in eradicating this menace from their platform.
Manav Sethi, group CMO & Head, Digital Strategy, Askmebazaar, said, "The Indian luxury counterfeit market is approximately worth Rs 2,500 crore, accounting to 5-6 per cent of the total luxury market of the country. With this campaign, we aim to send a robust message to our customers that Askmebazaar is committed to upholding the standards and reliability of products, and our high-quality, customer-focused reputation."
All five films of the 'Get Real' campaign can be viewed here:
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