Shopclues aims to give consumers an 'Ismail' with its Diwali sale

Shopclues has announced the launch of its 'Sabse Badi Smile' sale with a campaign that has been conceptualised by Enormous Brands.

 

It features the protagonist Ismail, used as a pun for the word smile. Ismail is around everyone who checks out Shopclues' 'Maha Bharat Diwali Sale'. 

 

Harneet Singh, head - marketing, ShopClues, said, “ShopClues is the brand of real India, the tier two, three 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 (pronunced 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 be running from 20-28 September.

 

Ashish Khazanchi, founder, Enormous Brands, said, "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.”