TV18’s communications specialist group The Cell has recently done a campaign to promote the TV18 shopping brand HomeShop 18. The film revolves around a situation that highlights the benefit of using an online shopping network, and then proceeds to convey how easy it is to shop online. The TVC has been conceptualised by Zubin Driver, Network Creative Director, TV18 Group.
According to Driver, “The brief was to celebrate shopping on the web by HomeShop 18, and create top-of-mind recall.”
The TVC features a girl and a guy having a fight over the phone. The girl hangs up the call. Then the guy sends flowers to the girl through the network of HomeShop 18 to call it truce. Towards the end of the TVC, the guy comes behind the delivery boy to deliver the flowers.
“The challenge was to ensure that the communication is unique and have high recall value. We wanted to give the film an emotional and a romantic spin. Our aim was to convey to target audience that web shopping is safe, fun and convenient for everyone,” added Driver.
Driver further explained that the campaign would be visible all over the TV18 network and on other TV channels. “We are targetting those in the age group of 18-35 years, who are young and open to online shopping,” he added.