Percept/H has conceptualised and rolled out a TV campaign highlighting Shop CJ’s new product offerings associated with trendy living and unveiled the brand’s new tagline – Shop a New Trend.
The Korean home shopping brand, Shop CJ, which previously went by the name Star CJ, has opted for a media strategy based on the consumer’s desire to live a trendy lifestyle, which directly connects with various products available on the e-commerce portal.
Percept/H, as part of the rebranding initiative, has created and launched the first TV commercial that showcases the brand’s new identity. Directed by Pradeep Sarkar of Parineeta fame, the 30-second TVC has commenced airing on various channels of Star Network May 2015 onward while a 60-second version is available for viewing on YouTube.
Kenny Shin, CEO, Shop CJ, said, “We are trying to change the overall perception of the home shopping industry. Additionally, the TVC rebranding showcases our aim to bring ultra-trendy, durable, innovative and cost-effective products to the customers.”
The TVC, which has used real life testimonials of Shop CJ customers, has a strong underlying family angle, giving the brand a wholesome identity with its viewers.
Discussing the project, Pradeep Sarkar said, “On meeting the Shop CJ team, I understood the enormity of their vision for India and that’s when I conceptualised the logo that helped to make the commercial endearing. The focus was to ensure that all communication was subtle and impactful without being over the top. Tradition has been beautifully blended with modern day aspiration, with the logo being implanted in every frame, right from the housewife’s bindi to the gajar ka halwa.”
Along with its shopping channel and website, Shop CJ has also launched a mobile app to facilitate people to shop on the go.
To view the advertisement, click on the link below: