ShopClues has launched a film themed #MallNahiMarket, which underlines its value-for-money shopping experience proposition. The film has been conceptualised by Enormous Brands.
The protagonist is a young man on his mobile phone browsing ShopClues. As he enters the site, the 'Mall nahi market' jingle begins, and a market reveals itself around him. He breaks into a jig, celebrating each deal with a dance move. The film ends with more people joining.
Three more TVCs will be rolled out as part of this campaign.
Nitin Agarwal, AVP – marketing, ShopClues, said, “Through the new ad campaign, our key endeavour is to reinstate ShopClues’ brand positioning as the ultimate marketplace for the value-conscious shoppers. We want to emphasise on replicating the bazaar-like familiarity and experience on the online and mobile platforms. On our platform customers can expect the biggest product range and price points that remind them of their favourite markets. This USP of our brand is what we wish to drive home through our latest TVCs.”
Ashish Khazanchi, managing partner, Enormous Brands, said, “While shopping at a mall is a concept from the west, shopping at a market is a more culturally-rooted experience for most Indians. To cut through the clutter of online malls, ShopClues has always drawn a parallel to bazaar experiences that appeal to the masses. #MallNahiMarket aims to meet the consumer expectations and does so in a relatable and colloquial tone and manner.”
Agency: Enormous Brands
Creative: Ashish Khazanchi, Neha Sukumar, Shubhojit Sengupta, Sanket Kabdugle
Account management: Ajay Verma, Dyuti Biswas, Bharat Gupta
Planning: Poonam Raichura