Campaign India Team
Feb 27, 2013

Jabong.com celebrates the shopaholic

WATCH the ad film created by Draftfcb-Ulka here

wide player in 16:9 format. Used on article page for Campaign.

Fashion shopping portal Jabong.com has released a new television campaign on the theme 'Fashion Nikla Mann Fisla'. Created by Draftfcb-Ulka, the film went on air on 22 February, and focuses on the joy of indulging in shopping.

The film opens at a restaurant, where a husband and wife are dining with their child. The mother is trying to teach the child something, but the kid seems least interested in learning. Her husband is seen surfing Jabong.com on his tablet. The lady then asks her husband if he's been saving for the child's education as she wants to enrol the child in playschool. The husband shows his wife the variety of fashion on offer on Jabong.com instead. As she gets hooked, he suggests that the child should continue enjoying the young days, as the kid would have to study for the rest of his life in any case. The scene then cuts to the couple's house where a Jabong.com delivery man hands over packages. As the wife checks out her apparel and the man the watches they’ve bought, she asks her husband about saving for their child's education. The man says that they won't compromise on their child's education - he adds that in the morning, she should teach the child. And again in the evening.

On the TVC, Sanjay Sharma, group creative director, Draftfcb-Ulka, said, “The main objective of the new campaign is to differentiate Jabong.com in the crowded online shopping business while at the same time establishing its supremacy in the space of trends, styles and all things fashion. When it comes to the youth, there is a certain selfishness associated with shopping and we wanted to bring out this prioritisation of shopping over all else in our campaign in a tongue-in-cheek manner which will resonate with our target audience.”

Sridhar Iyer, senior vice president, Draftfcb-Ulka, added, “Jabong.com is targeted at the fashion conscious consumer and the new campaign will highlight why Jabong.com is the ultimate fashion destination while still excelling in providing hygiene services like Cash-on-delivery, 30-day return and free shipping. I believe that this campaign will help develop a definitive identity to the brand. Jabong.com has taken a different path than its competition by focusing on the shopper and his shopaholic attitude towards shopping; while the competition communication remains around making the online shopping process easier.”

On the campaign, Manu Kumar Jain, co- founder, Jabong.com, said, “Our new campaign combines the enthusiasm for shopaholism and general human behaviour of a little greed when it comes to fashion and Jabong.com. The idea is to educate the customers on the widest assortment of products across categories that are just a click away while clearly setting Jabong.com as a youth brand for those who prefer shopping over everything else. The new campaign matches the euphoria of a shopaholic with the dilemma of having to prioritise things in life. We have always validated and emphasised on the concept of ‘shopaholism’ and through this campaign, we have gone a little further in highlighting how Jabong.com has made fashion the only important facet in people’s lives by offering them all that they have ever aspired for.”

Besides TV, the campaign will also be seen in print, OOH and online.

Credits

Client: Jabong.com
Agency: Draftfcb-Ulka
National creative director: KS Chakravarthy
Group creative director: Sanjay Sharma
Creative team: Abhijeet Ray, Thupten Londhen, Indrani Vohra, Somil Bhatia
Client servicing: Sanjay Tandon, Sridhar Iyer, Akshatha Bhat, Varun Tanwar, Vidushi Goyal
Planning: Sidharth Grover
Films: Alpa Jobalia, Mazhar Khan
Production house: Storytellers
Director: Arun Gopalan

Source:
Campaign India