The film, conceptualised by Bang In The Middle, uses humour to send out the message #JaisaChahiyeWaisaPaaiye
BestMediaInfo Bureau | Mumbai | September 9, 2016
IndiaMART, an online marketplace that connects buyers with suppliers, is back with a new digital ad campaign that highlights its unique value proposition of offering customised products to buyers.
Conceptualised by ‘Bang in the Middle’, the film #JaisaChahiyeWaisaPaaiye depicts a hunt for an ‘exotic’ elephant. The film starts with two men discussing elephants and elephant teeth. The film has used humour and the element of suspense and curiosity to deliver the message. The exchange between the two men, which initially looks like a conversation between an elephant tusk smuggler and a nefarious buyer, soon unravels to be an innocent transaction of wooden elephant figurines.
Speaking about the inspiration behind the idea for the campaign, Sumit Bedi, Vice-President, Marketing, IndiaMART, said, “In the clutter of marketplaces, IndiaMART is the only one offering customised products as per the buyer’s need. Whether it is furniture for your office or handicrafts for home decor or machinery for your factory, we can fulfil any demand because of a strong base of more than 25 lakh sellers. We keep hearing from our buyers about how IndiaMART helps them get products tailored according to their needs and not just run-of-the-mill ones. And that is what inspired us to roll out this #JaisaChahiyeWaisaPaaiye campaign.”
“IndiaMART is not the usual brand. It’s a pioneer and thought leader. It is the definitive place where the small business owners come searching for growth and profitability. As a brand, IndiaMART has to build its expertise with the small business owners, and yet comes across as a warm and friendly place which powers millions of small businesses across the country. We have ensured that the market sees value in differentiated offerings of the brand,” said Naresh Gupta, Chief Strategy Officer and Managing Partner, Bang in the Middle.
Agency: Bang In The Middle
Creative: Anirban Sen, Manoj Deb, Satheesh
Planning: Naresh Gupta
Servicing: Neha Budhiraja, Mayank Tyagi
Production House: Dilli Talkies
Director: Amit Satyaveer
DOP: Biraj Singh
Music Anand Bajpai
Casting Director: Vikas Gupta
Cast: Manu Rishi, Sitaram Panchal, Akash Dahiya
Client: Sumeet Bedi, Prerna Mahendru, Mehak Jain