Meesho asks consumers to add to cart without taking it to heart

Watch the films conceptualised by DDB Mudra here

Jan 31, 2022 04:44:00 PM | Video | Campaign India Team

Ecommerce platform Meesho has launched a campaign titled ‘Loon Ya Na Loon?’ (should I take it or not?), which highlights the consumer’s dilemma of whether it is worth buying a certain product or not. Conceptualised by DDB Mudra, the films aim to comfort consumers, by letting them know that they no longer have to compromise with their choices for the sake of money. 
The films see the protagonists out to buy the product they’ve been longing for. However, once the shopkeeper tells them the product’s price, they are surrounded by other members in their family, who tell them about the things that they require too. This puts them in a dilemma of how spending that much could mean that they’d be left with insufficient funds for buying the other things. At this point, a person is seen arriving to the protagonists’ rescue, with a Meesho app in hand, showcasing great goods at affordable prices. 
Megha Agarwal, head of growth at Meesho, said, “When consumers want to purchase something they desire, the guilt or need to cut down on other expenses often crop up, making them prioritise one desire over another. The core objective of the campaign is centred around resolving the ‘Loon Ya Na Loon’ predicament. At Meesho, we are helping millions fulfil their desires by providing them with a wide selection of quality products at the lowest prices.”
Pallavi Chakravarti, creative head – West, DDB Mudra, said, “To buy or not to buy – that is the question. Which bargain-hunting, value-conscious Indian shopper has not hit the pause button and wondered about all the demands on her/his budget, before picking up something? It is this behavioural truth that we played on to land a simple message – Meesho offers prices so low, you’ll never have to choose between one thing or the other again. The result was a breezy yet insightful campaign which we believe will resonate with our target audiences around the country.” 
The campaign will air on TV, YouTube, and OTT platforms, with each of the films available in  Hindi, Tamil, and Bengali and further amplified in languages like Assamese, Kannada, Gujarati, Malayalam, Marathi, Oriya, Punjabi and Telugu.
Agency: DDB Mudra
Creative - Pallavi Chakravarti, Sourabh Dubey, Gagandeep Bindra, Mithun Rajam, Siddharth
Kutty, Siddharth Ubale, Ketki Lohakare, Mandar Mahadik
Business – Anurag Tandon, Nishant Saurabh, Delon Mascarenhas, Mousumi Haldar, Lyncia
Strategy - Anand Murthy, Sanchari Chakrabarty, Nikita Panangat
Films - Jay Gaikwad
Production house – The Magic Box
Director - Prashant Madan
Producer - Srikanth Kumar Kandala and Mayur Patel