ShopClues.com, the e-commerce site, has launched its first TVC. It has been conceptualised by Enormous Brands. The TVC went on air on 18 September.
The ad film shows a man carrying everything from utensils to ovens to geysers to kitchen ware as a stack on his head as he goes through the streets of a city. The unusual style and size of the stack attracts curious glances from onlookers. Two other hawkers are doing the same thing garnering the same kind of reaction from the people nearby. The soundtrack goes, 'Wholesale ka rate….tu kya lega, seth' (At wholesale rates, what do you wish to buy, Sir?). A man from a balcony picks up a hat from the over-sized stack of goods and says, 'Saara wholesale ka market… theek aapke ghar tak…har item wholesale rate par.' The film ends with the tagline, 'Sab kuch wholesale rate pe' (everything at wholesale rates).
Radhika Ghai Aggarwal, co-founder, ShopClues.com, said, “We nurtured the brand by first establishing a formidable presence in India before unveiling our market position. In the current quarter, we are eyeing a significant milestone – the launch of our first-ever brand campaign which includes a revamp of our desktop and mobile sites, a rebranding exercise with a new logo and other assets, and a TVC supported by extensive ATL and digital initiatives. We hope to tap into new customer pools and diverse markets with our mass media campaign, as well as further grow our merchant base.”
“The essence of the ShopClues campaign is to speak directly to the customer – to engage in a dialogue with him, in a language and context that he will relate to – while communicating our core benefits of value for money and a great selection of products, “ she added.
The TVC will be aired for about four to six weeks across GECs, music channels, Hindi news channels, movie channels and youth entertainment channels.
Agency: Enormous Brands
Co-founder: Radhika Ghai Aggarwal
Creative director: Ashish Khazanchi
Production house: Lensflare
Producer- Naved Khan