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J. Walter Thompson's new digital campaign 'Get Real' takes on counterfeit market

11-January-2016
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J. Walter Thompson's new digital campaign 'Get Real' takes on counterfeit market

J. Walter Thompson has released its new digital campaign ‘Get Real’ for Askmebazaar.com, which assures its clients of getting genuine products and encourages people to buy real brands.

 With the increasing trend of online shopping, the campaign is addressed to both online buyers and sellers and aims to weed out fake products from the online e-commerce ecosystem in the country.

 Conceptualized by J. Walter Thompson, all five films have been directed by Sundeep Sehgal, Sr. Creative Director, J. Walter Thompson Delhi. Talking of this first of its kind anti-fake initiative, Sundeep says, “We wanted to tell people that buying fakes is the most ludicrous thing to do. Fakes are inferior in quality. They don’t come with guarantees.  And of course, there’s no return policy. In other words, fakes are like bad jokes.”

“We juxtaposed the idea with the observation- fake products have a very slight spelling change from the originals and deliberately created those ‘bad jokes’. The response from the online community was very positive. In fact, people started sending us their bad jokes which we converted into social media posts and posters,” he added.

Fakes have spawned some hilarious pop culture and memes on funny fakes – Dolce & Banana, Crocodile brand, etc. There are memes on how to pronounce foreign brand correctly, childhood jokes on alternative meanings and insinuations of brand names.

 Concerned with growing fakes market in the online space, Askmebazaar.com decided to initiate a zero tolerance policy against fake products about three months ago. After a series of stringent measures over that period, the company has achieved considerable success in eradicating this menace from their platform.

 Manav Sethi, group CMO & head, digital strategy, Askmebazaar, says, "The Indian luxury counterfeit market is approximately worth Rs. 2,500 crore, accounting to 5-6 per cent of the total luxury market of the country. With this campaign, we aim to send a robust message to our customers that Askmebazaar is committed to upholding the standards and reliability of products, and our high-quality, customer-focused reputation."

The campaign was created to set the standard in Authenticity via genuine branded goods, a new narrative for a brand-conscious Indian audience, and a unique promise of no fake-- a first for the giant e-com business in India.

All five films of the ‘Get Real’ campaign can be viewed here:

CREDITS:

Client: Getit Infomedia
Brand: Askmebazaar.com

Agency: J. Walter Thompson, Delhi

Director Sundeep Sehgal
Agency Producer Mandeep Singh & Girish Kant Singh Agency Creative Team: Sundeep Sehgal, Siddharth Prasad, Himanshu Saxena, Kshitij Chandel
Client servicing Team Mukund Raina , Anubhav Singh & Debashiash Das
Producer Manmeet Sandhu
Associate Producer Amar
DOP Siddharth Kale
Art Nitin Chaudhary
Post House Raythones.Inc & Splice Studio
Offline Editor Dev Jadhav
Online Editor Sunil Pathak
Colorist Sivesh Katewa
Music Director Jolly Jose & Sukhamrit Soin
Sound Engineer Yogi Dholakia & Neville Dubash
Post Production Niraj Khanvazir & Raythones.Inc Team

 

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