Meesho hopes to give women an identity that they are looking for

Meesho has rolled out its first television campaign. Conceptualised by DDB Mudra, the film shows the various names a woman has. 

 

Her neighbour calls out to her as Mrs Krishnan to wave out to her, her father-in-law calls her bahu (daughter-in-law) and points to a cup of tea, her daughter calls her amma (mother) and shows her a book, the milk delivery man calls her madam while handing over the milk, her brother-in-law calls her bhabhi and appreciates her cooking. Finally, her husband calls her Priya Krishnan, owner of Priya's Boutique and hands over a phone to her which has a notification from Meesho which states that Rs 5,000 has been credited to her account. The voice over states that while she's got various names, it's the first time she's got her own identity.

 

A spokesperson from Meesho said, "The brief given to DDB was to create brand awareness about Meesho as India’s number one online earning app. Our target audience for the TVC were homemakers, ages 20-35, across T2 and T3 India. The overarching mission for the brand has always been to provide a convenient and sustainable source of income for the Indian woman. Meesho enables our women to start their online business as a means to earning financial security, contributing to the household income and gaining economic independence."

 

For this leg of the campaign, the brand is looking at going live in AP, Telangana and Tamil Nadu.