Online fashion brand Jabong has launched its new marketing campaign to promote the fourth edition of its biggest sale of the year, ‘the Jabong Big Brand Sale’, which will be held from July 27-30.
Big Brand Sale (BBS) is Jabong’s marquee bi-annual property that is held in January and July to mark the end of the on-going season. As a part of its 360 degree campaign, Jabong released a #OutOfTheWorld themed 30-second TVC, which is set in a magical, parallel universe and captures the essence of BBS where the world’s biggest brands are available at ‘out-of-the-world’ discounts. During BBS, Jabong is offering 4 lakh styles from premium, international and Indian brands at 55%-80% discount, out of which over 1 lakh styles are for the first time on 50%+ discount and more than 15,000 styles are at above 80% discount.
The TVC highlights the Jabong consumers who are free from worldly notions of fashion and have their own unique style and identity, staying true to Jabong's brand philosophy – Be You. Set against a vast, celestial backdrop and a flickering panorama of space, the TVC beautifully uses spatial objects like stars, satellites and shooting stars to creatively bring alive the ‘out-of-the-world’ experience that the Big Brand Sale promises, in terms of, both, products and discounts.
Conceptualised and scripted by Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, the TV commercial will be aired across leading channels, GEC, English and Hindi movies, English entertainment, news, lifestyle and music genres. The television commercials will also run in five-second stings across select channels to drive frequency and reach. In addition, the campaign also covers print, radio, outdoor DTH (Tata Sky) and digital–YouTube, Facebook, Wynk and Truecaller, with OOH across eight cities. Jabong is also collaborating with popular content creators like SIT and leading fashion influencers to amplify campaign’s consumer reach.
Gunjan Soni, Head of Jabong, said, “The fourth edition of BBS, Jabong’s flagship sale event, is going to be bigger and better than ever before with innovations like 100% cashback, VIP slots, lightening deals. The TVC attempts to capture this magic in a uniquely Jabong way. The campaign theme is based on the very essence of BBS, which promises an extraordinary experience for our customers by making the biggest global and Indian brands available at out-of-the-world discounts. The TVC captures this Jabong world where fashion is the way of life.”
Gaurav Kackar, Head of Brand, Jabong, said, “The campaign communication is based on a simple consumer insight that when you dress well, you feel on top of the world. The TVC, set in a spatial backdrop, depicts the Jabong promise to offer an out-of-the-world shopping experience to its customers this BBS. It’s a first-of-its-kind approach to creatively capture the brand essence and highlight the key sale callouts, which we believe will resonate very strongly with our consumers.”
Kartik Iyer, CEO of Happy mcgarrybowen, said, “In a typical situation this would be another opportunity to do another sale ad. But this is Jabong and the team seems to just push the experience of every piece of communication, every single time. A fresh take on what to expect and the excitement around it makes up the experience to be totally out of this world. All credit to the collaboration between client agency and director.”
Jabong will allot exclusive slots to select shoppers on July 26 to make purchases via wishlisting, coupled with lightening and mystery deals throughout the four days for enhanced consumer engagement. Customers can also earn slots by playing fun games on the Jabong app to buy their favourite products before they go out of stock.
Creative Agency: Happy mcgarrybowen
Creative Team: Bodhisatwa Dasgupta, Sreejita Chakraborty, Vimal Singh
Account Management: Jay Gala, Gitika Mahajan
Director: Sachin Khotre
Producer: Naveed Khan, Ritika Sabarwal Lenseflare Films