Shop CJ, formerly Star CJ Alive, has rolled out a TV campaign highlighting the home shopping channel's new name and tagline ‘Shop a new trend’. A 60-second edit (above) has been live on YouTube since 13 May.
The film features customers, all women, sharing their definition of the word ’trend’. The first is a housewife surrounded by her loved ones, giving herself a makeover. She defines being trendy as the ability to give herself a new identity and to change with the times; something that will make someone smile.
The second is a mother, who’s away from her family. To her, trend is technology that allows her to minimise the distance between her and her loved ones. The third lady featured is a housewife, to whom trends are innovations that helps the family care for each other.
The film cuts to a young designer. She says that trends inspire her to think differently, supported by visuals of her being inspired by a pair of shoes.
A bride brings the film home as she defines trends as the thing that complete her, making her even more beautiful, as she puts on her bridal jewelry. She says that the meeting point for all these trends is Shop CJ.
Kenny Shin, CEO, Shop CJ, said, “We are trying to change the overall perception of the home-shopping industry. Additionally, the TVC re-branding showcases our aim to bring ultra-trendy, durable, innovative, customer-friendly and cost-effective products to the customers.”
Donald Kwag, head of marketing, Shop CJ, said, “The television commercial aims to convey the company’s new philosophy and the name change. We are pushing it aggressively on social media as well.”
Jiten Bhagat, chief operating officer, Percept/H, said, “It was a challenging mandate for us. The idea was to highlight Shop CJ’s brand new trendy product range as also strategically slice through the cluttered home shopping and e-commerce market to create an immediate impact with consumers. Communicating this new brand philosophy and name change has been capably managed by the talented Percept/H Creative team along with the magical touch of award winning director Pradeep Sarkar.”
Anurag Chhabra, SVP and branch head, Percept/H, Mumbai, added, “The re-branding activity for a powerful and enduring brand like Shop CJ is always challenging. We not only had to make sure that we broke through the clutter but also re-brand Shop CJ with a human spirit to make it authentic. We derived at positioning 'Trendy' which has been portrayed it in our TVC in a very subtle way. We also focused on the Blossom (Mnemonic) which was placed very ingeniously in the TVC and will be playing a similar role across other media.”
Client: Shop CJ
Creative agency: Percept/H
Director: Pradeep Sarcar