ShopClues breaks out of clutter with its new #MallNahiMarket commercials

Created by Enormous Brands, the series of three new television commercials, 'Yeh Mall Nahi Hai, Market Hai, Yeh Good for the Pocket Hai' depict virtual street bazaars

BestMediaInfo Bureau | Mumbai | March 1, 2016

Click on the image to watch the TVC.

ShopClues has launched a quirky brand campaign #MallNahiMarket, to woo shoppers online. The campaign tries to break out of the stereotype of the shopping- at - a - mall experience that e-commerce websites offer. It focuses instead on its wares being “good on the pocket”.

The television commercials, with tag lines like #MallNahiMarket and #GoodOnPocket, try to break out of the clutter in the realm of e-commerce, in which all rivals offer a value-for-money shopping experience. While most other websites in the chaotic ecommerce space, offer the experience of shopping at a mall with the advantage of lower prices thrown in, ShopClues has tried to be different. The brand has tried to create a campaign its consumers could relate to.

#MallNahiMarket is a media campaign that reinforces ShopClues' market positioning as a mass brand. The campaign conveys to shoppers that the e-commerce website offered the experience of a typical street market in India, where the assortment of wares was wide, but prices were competitive. ShopClues' latest television commercial (TVC) depicts a happy Indian shopper dancing to the tune of the jingle, “yeh mall nahi hai, market hai, yeh good for the pocket hai.”

This happy-go-lucky character, celebrating bargains at ShopClues, represents the company's target consumers, the bargain-hunters, who love a bazaar-like experience. The message attempts to strike a chord with ShopClues' consumers, who bank on great pricing across the website and mobile app. The TVC illustrates that the ShopClues' app was perfectly poised to give customers the most authentic market experience online, reiterating the message with the slogan - “Market in your Pocket”.

ShopClues plans to roll out three TVCs for its leading categories of merchandise, namely fashion, home and kitchen appliances and electronics. These fun-to-watch ad films have been created and conceptualized by the Mumbai-based agency, 'Enormous Brands.' ShopClues is the co-presenting sponsor for the Asia Cup 2016 and will be running its new brand campaign across all channels to maximize visibility.

Talking of the new brand campaign, Nitin Agarwal, AVP - Marketing, ShopClues, said, “Through the new ad campaign, our key endeavour is to reinstate ShopClues' brand positioning as the ultimate marketplace for the value-conscious shoppers. We want to emphasize on replicating the bazaar-like familiarity and experience on online and mobile platforms. On our platform customers can expect the biggest product range and price points that remind them of their favourite markets. This USP of our brand is what we wish to drive home through our latest TVCs.”

Ashish Khazanchi

When asked about his stance on the latest campaign, Ashish Khazanchi, Managing Partner of Enormous Brands said, “While shopping at a mall is a concept from the west, shopping at a market is a more culturally-rooted experience for most Indians. To cut through the clutter of online malls, ShopClues has always drawn a parallel to bazaar experiences that appeal to the masses. #MallNahiMarket aims to meet consumer expectations and does so in a relatable and colloquial tone and manner.”

The TVC:

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

Credits:

Client: ShopClues

Agency: Enormous Brands

Creative: Ashish Khazanchi, Neha Sukumar, Shubhojit Sengupta, Sanket Kabdugle

Account Management: Ajay Verma, Dyuti Biswas, Bharat Gupta

Planning:  Poonam Raichura

Info@BestMediaInfo.com

Info@BestMediaInfo.com