Jabong has chosen Draftfcb Ulka as its new creative agency, following a multi-agency pitch that saw participation from about five-six agencies. The e-commerce site had recently awarded its media mandate to ZenithOptimedia.
Confirming the news, Manu Kumar Jain, Co-Founder, Jabong said that the Draftfcb Ulka team will be handling the overall offline creative services for Jabong, which includes everything from brand planning to creative developments.
Speaking about what tilted decision in Draftfcb Ulka’s favour, he explained that the agency approached the brief of ‘Harnessing the spirit of Shopaholism’ in the most unique manner. “Not losing out on the core principles, we had given a free hand to the agencies to suggest something new and creative. Draftfcb Ulka suggested some innovative ideas that could help us bring out the true essence of the brand more effectively,” Jain added.
Jabong plans to increase its brand equity through future communication. Given the cluttered category e-tailing market, brand equity holds paramount importance for the website. With Draftfcb Ulka on board, Jabong will undertake the task of defining a strategic direction for the brand.
The key area wherein Draftfcb Ulka scored was having a fair understanding of human behaviour, which could work towards strategising a perfect communication approach. Jain further said, “From brands spanning Naukri to Docomo, Draftfcb Ulka has managed to deep dive into the human mind and capture emotions that guide buying behaviour. Secondly, with a portfolio that includes Infoedge and Makemytrip, the agency’s dotcom experience will definitely come in handy.”
Commenting on the new account win, Sanjay Tandon, COO, Draftfcb Ulka said, “In line with our vision to create ‘brandwealth’, with purposive strategy and meaningful consumer interventions, we hope to see Jabong strengthen its premier position in the online retail industry.” The team, led by Senior Vice President P Sridhar Iyer and Group Creative Head Sanjay Sharma, has created a strong, interesting and differentiated approach that will make an impact in the near future, Tandon added.