The campaign conceptualised by Publicis Ambience highlights the services provided by UrbanClap, using human relations as metaphors
BestMediaInfo Bureau | Mumbai | September 14, 2016
UrbanClap, the mobile services marketplace, has launched its first TV commercial in association with Publicis Ambience. As a part of its marketing strategy, UrbanClap hopes to strengthen its position among both consumers and competitors as one of the best on-demand service providers in the country through the campaign #JustLikeFamily.
The TVC showcases the different services that the service provider provides. The TVC shows a sister who is also a beautician, a wife and a trainer; a father who is also an electrician and parents who are also photographers. The commercial emphasises on good customer service and the family feel like provided by UrbanClap.
Abhiraj Bhal, Co-founder, UrbanClap, said, âThe launch of UrbanClap's TV advertisement is an important moment in the journey of our two-year-old company. We are transforming the way people utilise these services -- from beauty to home repairs, yoga to tutors, etc. We are excited to take our brand to the next level with this TVC and hope to scale to greater heights in the near future."
Speaking about the campaign, Paritosh Srivastava, COO, Publicis Ambience, said, âThe biggest challenge for servicesâ marketplace in our country is trust and quality. We have used human relations as metaphors to emphasise the quality of our service providers. These relations are endearing and relevant to audience across strata. We strongly believe the campaign will help create a positive disposition towards UrbanClap.â
On the experience of creating the first-ever TVC for UrbanClap, Jigar Fernandes, Executive Creative Director, Publicis Ambience, said, âWe all knew what this launch meant for UrbanClap, because you never get another chance to make a first impression, especially in this great Indian start-up mela. At every step we worked together with the good guys at UrbanClap as it was their first TVC experience. It was a fun mix of pressure, responsibility, left brain logic, right brain blabbering, passionate arguments and bro hugs.â
So far, the marketing strategy for UrbanClap has been digital heavy, with Facebook and Google being the primary channels for tactical marketing, and some amount of above the line advertising (ATL) being done on radio. By 2017, UrbanClap endeavours to shift its marketing from being digital heavy to being more above the line.
Additionally, on the digital front, there will be focus on channels such as YouTube and Instagram. UrbanClap will invest heavily in SEO marketing. The creative language will speak more about the brand and breadth of the platform, rather than showcasing single services.
Agency: Publicis Ambience
Creative team: Jigar Fernandes, Gururaj Rao, Anirudh More, and Abhishek Sawant
Account management team: Paritosh Srivastava, Atin Wahal, Noorbanu Qureshi, and Kanishka Bhamawat
Film team: Jignesh Maru and Nupur Agarwal
Production house: Radhika Produces Films (RPF)
Director: Suresh Triveni
Producer: Radhika Sawhney