E-commerce platform Grofers has rolled out its first advertising campaign under the brand campaign ‘Grofers. We get it.’ Conceptualised by Lowe Lintas, four films have been released so far.
Featuring the same couple, the husband is seen feeding grapes from a bunch to his wife. Similar to what we saw in the ad above, the daydream ends and the wife finds her husband drinking something out of a tetrapack as he watches TV. The wife takes the remote out of his hand and replaces it with her phone with Grofers logged in and asks the husband to ‘just order’. The film ends with a voiceover saying, “You don’t always get what you want which is why we get what you need” and a brand sign off of ‘Grofers. We get it.’
The ad film begins as the wife checks the fridge and exclaims that it has nothing that their maid, Malati, can make a meal of. As she shuts the fridge door, she finds her husband standing behind it with a guitar in hand. He strums it an declares that it will take Malati 19 minutes to get home and that he has already bought a list of ingredients. The daydream ends with the husband just out of bed, yawning and stretching by the fridge. Yet again, she asks him to ‘just order’. The film ends with a voiceover saying, “You don’t always get what you want which is why we get what you need” and a brand sign off of ‘Grofers. We get it.’
This film sees the husband giving the wife a head massage and declaring that she should do no work at home that day. She counters asking who does he suggest will go shopping for the things they need. He proudly displays the groceries, mobile charger, body mist he has already bought. Happy and relieved, the wife reaches out to a cup by her without looking and scalds her fingers a bit. The husband, quick to the rescue, tries to lessen the sting by blowing on it. The daydream breaks and the husband is instead blowing up the neck pillow to make playing video games more comfortable for himself. The film ends with the wife’s instruction to order and with a voiceover saying, “You don’t always get what you want which is why we get what you need” and a brand sign off of ‘Grofers. We get it.’
Albinder Dhindsa, co-founder, Grofers, said, “We are building our brand on understanding our customer's wants and needs - wanting to enjoy their time but needing to take care of daily chores as well. Hence, the proposition of 'We get it' bodes well for the brand.”
Shantanu Sapre, executive director, Lowe Lintas Mumbai, commented, “I am happy that Grofers chose us to chart out their brand journey in India through the inaugural launch campaign. The excitement on this launch is high; in this I see an interesting challenge, as the category is as yet nascent. This provides Lowe Lintas Mumbai with the opportunity to create a unique brand voice in an unexplored category.”
Arun Iyer, chief creative officer, Lowe Lintas, noted, “The challenge was to give the brand meaning in the lives of these young working couples. It is a well-known fact that women have always found men who share domestic responsibility, more appealing. It is this insight that we played on for the Grofers campaign. The brand understands their life and submits to the women that they ‘won’t always get what they want’ and that is exactly where Grofers steps in and gets them ‘what they need’- a husband who shares the domestic responsibility of lending a helping hand, all at the convenience of the Grofers app.”
The campaign will straddle digital, television, print and outdoor.