Sales, discounts and promotions have become order of the day across media platforms as the festive season arrives. Not to be left out, ShopClues, an e-commerce player, has launched a campaign ‘Sabse Badi Smile’ ahead of their festive season sale Maha Bharat Diwali Sale. To be rolled out across television, print and digital platforms, the TVC captures the essence of ShopClues as the one-stop destination for affordable festive shopping, and the joy it brings to the lives of its consumers.
Conceptualised by Enormous, the idea of the TVC is to personify people’s smiles. The smile they will not be able to hide once they discover amazing offers on Shopclues Maha Bharat Diwali Sale. The protagonist Ismail always has a smile on his face, which connotes that the consumer will always have joy around them when shopping from ShopClues.
The media plan has been designed to create greater penetration into tier II, III and IV markets, and showcase how ShopClues meets everyday fashion requirements for both men and women.
Harneet Singh, Head, Marketing, ShopClues, said, “ShopClues is the brand of real India, the tier II, III and markets beyond. With this new campaign, the idea is to capture the excitement of festive shopping and how ShopClues makes shopping both simple and joyful. Our protagonist, Smile (pronounced Ismail) – a metaphor for joy – will be omnipresent around our consumers whether it is through TV, social media posts, GIFs, banners, outdoors or digital films. We will always see him standing next to our consumer, smiling. Because this Diwali, everyone shopping at ShopClues will have a big smile.”
The Maha Bharat Diwali Sale will offer a wide range of products across categories such as home and kitchen, electronics and accessories and fashion and lifestyle categories. The much-awaited sale will run from September 20-28.
“We started with the insight that for middle India there’s no such thing as retail therapy, there’s only deal therapy. Nothing makes us happier than finding a great price for things we always wanted to buy. This insight we wanted to capture in a simple but uniquely memorable way. With Ismail, we created a memorable visual icon and also created a unifying fulcrum for the campaign across offline and digital,” said Ashish Khazanchi, Founder of Enormous Brands.
Account management: Ajay Verma, Saurabh Jarial, Rohit Kumar
Creative: Ashish Khazanchi, Umesh Grover, Ravi Shankar, Khurram Haque and Shubhojit Sengupta
Production House: Absolute Productions
Director: Manoj Pillai
Producer: Puneet Bhatia
DOP: Gavemic U Ary
Art Director: Mohd Rahil