Online grocery shopping is a veritable relief to working couples, nuclear families and bachelors. Yesterday, the online grocery ordering app, PepperTap launched its new brand communication ‘Bahut Aasaan Hain’ to connect with this segment. The campaign envisages to reinforce the fact that using PepperTap translates to more quality family time. The ad has been released on print, radio and all the online channels.
The video conceptualised by Options Design, is a story told from the perspective of a distressed husband who makes the transition from a traditional shopper to a smart one by simply adopting the PepperTap app. Hinging on humour, the first video shows how the man is introduced to the concept. The second one shows him getting oriented to the app. The third and final one which is yet to be released will show him efficiently using the app to make his life simpler. The hashtag ‘Bahut Aasaan Hain’ was trending on Twitter throughout the day.
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Commenting on the new PepperTap video, Zafar Rais – CEO, MindShift Interactive said, “The film brings about the new feature observed in urban India. From being the couched potatoes to providing equal attention in household shopping decisions, this ad clearly states it all. It showcases the latest trend of how Indian men are sharing household responsibilities with women. It inculcates a mind-shift of buying groceries by visiting a local marketplace. The ad brilliantly highlights how household chores today are at the ease of an application and through the best possible deals.”
Citing the reason behind online grocery aps targeting male consumers, he added, “In the Indian scenario it is taken for granted that women are responsible for all kinds of household shopping. However, today times are changing and apps are reflecting evolved lifestyles and influencing change in mindsets. This new trend is also ushering a fresh interest in the overall family well-being and purchasing habits. In the recent commercial from Big Basket we observe famous actor Shah Rukh Khan playing the protagonist who guides you on buying grocery through the app and talking about the importance of a male’s responsibility in household jobs. There are several factors pushing this change in Indian men. To start with,it is the educated Indian wife who is demanding that the man shares more time and more of the chores. Alongside, men do tend to try, test and be far more open to new trends within technology, due to which they become a faster adoption target audience.”
The creative strategy of PepperTap was in line with the other online grocery ordering app, like Grofers and Big Basket who used humour to highlight the ease of ordering groceries online. Like PepperTap, even their creative was positioned to target the new-age target audiences like working couples, singles and the men of the household.
Big Basket only used star power like Sharukh Khan, to establish their position in the market. While the others like Grofers and PepperTap, highlighted hilarious instances in the lives of couple and nudged men to take the lead in ordering groceries from online.
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