Ibibo group’s online shopping portal Tradus.com has launched a series of ad films. The theme of the campaign is 'Wholesale prices at your doorstep'.
This is the first TV campaign for Tradus and has been created by Yang Communications. The ad films went on air on 14 September and will run for six weeks.
The campaign comprises three films.The first shows a young girl who ventures out with great hope to find deals in the wholesale markets. The film goes on to show what the typical Indian woman shopper encounters. The harassment is not shown but implied. The film ends with the promise of wholesale prices within the comfort of your home
The second film shows a young couple on their way to clinch some deals at the wholesale market. They are riding a very expensive Harley Davidson but when they reach the market, the film implies that the bike gets stolen. The voice over says, “Wholesale prices, ghar baithe baithe.”
The third film focuses on a shopper's bad experience at a physical wholesale market, where due to the inadequate facilities, he gets electrocuted. The TVC ends with him placing orders on Tradus and receiving the goods in the comfort of his house.
On the objective of the campaign, Sachin Singhal, vice president, products, Tradus.com, said, “The campaign has been developed to launch Tradus as a brand for a wider audience. It aims to create brand awareness for Tradus across the country and we want to emphasise that we are a marketplace model where the user directly buys from the wholesaler through the Tradus platform at wholesale prices. The creative brief was the value proposition of wholesale prices at your doorstep.”
On the TVCs, Sanjay Sharma, director - Yang Communications, said, “Particularly of late, the space of e-commerce has become very crowded because there are a lot of brands who are on media. We had to look at how we could create a different space for ourselves. We looked at consumer feedback and asked few consumers why they preferred to buy from Tradus. They said that they got brands at fantastic prices. Hence, the pricing was the USP and therefore the whole idea of wholesale prices emerged from that understanding."
The target audience for the campaign is males and females in the age group of 15 to 45 years living in tier one and tier two cities and are internet savvy. The campaign will also explore the mediums of digital, outdoor and radio.
Agency: Yang Communications, Delhi
Production House: Bombay Infantry
Director: Zakir Chinde
Writer: Anil Verma
Creative director: Anil Verma
Account planning: Sanjay Sharma
Account management: Sanjay Sharma, Saumya Bhatnagar