Online fashion ecommerce player Jabong.com is expecting 80 per cent sales growth in the new avatar of its Big Brand Sale over the last Big Brand Sale that took place in July last year.
“We expect 80 per cent growth and 20 million sessions during the sale. The Big Brand Sale offers our customers a unique opportunity to acquire premium global brands at less than half the price. The Big Brand Sale is also expected to expand Jabong’s customer base significantly,” said Gunjan Soni, Head of Jabong.
During the upcoming sale slated to take place from January 25 to 28, the fashion major is expecting to clock in seven times revenue over average daily sales. It will offer 3.8 lakh styles from 3,000 international and Indian brands at a discounted range of between 51 and 80 per cent across all product categories.
To promote the third edition of ‘Big Brand Sale’, Jabong has launched its multimedia advertising campaign conceptualised by Happy mcgarrybowen. The 360-degree marketing campaign has been designed to drive communication around the brand’s flagship sale that brings the biggest international and Indian brands at unimaginable prices.
As part of the campaign, Jabong has launched a 30-second television commercial, where the ‘Big Brand Sale’ is depicted in a medley of fashion montages with a rap song, providing the beat for “Ho tayar for the Big Brand Sale”. Stringing together the global brands that would be on sale, the film, titled, “Swag ka ye khel”, underscores Jabong’s stature as India’s swag stop.
The TV commercial would be aired across leading channels, covering GEC, lifestyle, music, entertainment, English and Hindi movies. The television commercials will also run in five and 10 second stings across select channels to drive frequency and reach. In addition, the campaign also covers print, radio, outdoor DTH (Airtel and Tata Sky) and digital, with OOH across eight cities.
Speaking on the campaign, Soni said, “Jabong’s Big Brand Sale is all about celebration of style or swag. The campaign strongly captures the essence of Jabong as the curator of high fashion with its portfolio of top Indian and Global brands, besides emphasising on the upcoming Big Brand Sale and its offers. Jabong has always been associated with bold fashion and global brands. Fashion that is an expression and extension of your inner self. The campaign beautifully communicates the theme.”
“Jabong is one of the coolest brands as a fashion retailer in the online space. It is always a pleasure to create visuals that communicate the unique offering from Jabong. We were clear we didn’t want the communication to just be a sale announcement. The game of swag is a personal game played by everyone who loves fashion. The idea was to celebrate self-expression from a choice of the best fashion brands. Each sequence was carefully crafted to deliver a unique visual experience,” said, Kartik Iyer, CEO Happy mcgarrybowen.
Creative Agency: Happy mcgarrybowen
CEO: Kartik Iyer
COO: Samarjit Choudhry
Creative Team: Bodhisatwa Dasgupta, Sarvesh Narvekar
Account Management: Jay Gala, Gitika Mahajan
Production House: Assylum Films
Director: Razneesh “Razy” Ghai
Producer: Varun Mohta, Vidya Muraleedharan