Campaign India Team
Mar 07, 2013 says first try, then buy

Watch the ad film created by TBWA

Online shopping portal has launched a TV campaign to communicate its new proposition ‘Try n Buy’. The campaign comprises of two films created by TBWA, which convey that the consumer can try the product before buying, and in case he/ she is not satisfied, they can simply return it.

One of the films features VJ and actor Cyrus Sahukar, while the other stars VJ, singer and actor Rageshwari Loomba.

The film that features Loomba starts with her speaking about the difficulty of online shopping. She explains that she saw a dress on a shopping site and liked it. But was puzzled as she didn’t know how it would look on her, whether it would fit her right, how the fabric would feel, and so on. She gives up exasperatedly and says that all she wanted was a dress. The voice over then says, “Go to Pick what you like, try those items at home in different sizes, colours and styles. Try then buy.” The TVC ends with Raageshwari saying, “Yebhi try kar ke dekho”.

The film featuring Sahukar is on similar lines, with him shopping for shoes.

On the campaign, Manmohan Agarwal, chief executive officer,, said, “Online shopping is fast becoming a part of the mainstream retail. Indian consumer demands complete satisfaction before paying for their purchase - online or offline. We are happy to announce our unique ‘Try and Buy’ feature which offers an opportunity to first try and then buy. We have launched this keeping in mind strong consumer insight around inability to touch and feel while buying online. At Yebhi, we are determined to be the category leader by defining the customer winning propositions.”

On the creative brief, Kunal Gill, executive creative director, TBWA, said, “We got a simple brief - ‘Now get the trial room home'. With this one line brief we created this communication of the Try-n-Buy feature for Yebhicom. To get a good impact and also break the clutter we have kept the tone and manner very crisp, clean and simple".

Creative agency: TBWA
Executive creative director: Kunal Gill
Executive vice president (Delhi): Subho Sengupta
Client servicing: Puneet Puri, Shruti Sharma
TVC director: Amitabh Sinha, Lolita Sarkar
Producer: BobnLola Entertainment
Music director: Prashant Vadhyar

Also read: Q&A with Nikhil Rungta, chief business officer,


Campaign India

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