ShopClues.com, India’s largest horizontal player in non-standard categories has launched its first-ever TV Commercial, conceptualized and created by Enormous Brands. The TVC ably highlights the online retailer’s value proposition of being the ultimate destination for a wide variety of products available at wholesale rates.
The company recently unveiled its new logo to reflect its strong market position with 15 million monthly visitors, over 9 million products and more than 75,000 merchants on its platform. Its website and mobile app have been revamped to a savvier user interface and experience (UI/UX). ShopClues now aims to communicate its vision through a creative ad campaign. In its 2.5-year run, the marketplace has built a sizable business on the digital platform and is taking the next logical step by introducing a mass-media campaign for greater customer outreach.
Radhika Ghai Aggarwal, Co-Founder, ShopClues.com, said, “We nurtured the brand by first establishing a formidable presence in India before unveiling our market position. In the current quarter, we are eyeing a significant milestone – the launch of our first-ever brand campaign which includes a revamp of our desktop and mobile sites, a rebranding exercise with a new logo and other assets, and a TVC supported by extensive ATL and digital initiatives. We hope to tap into new customer pools and diverse markets with our mass-media campaign, as well as further grow our merchant base.”
“The essence of the ShopClues campaign is to speak directly to the customer – to engage in a dialogue with him, in a language and context that he will relate too - while communicating our core benefits of value for money and a great selection of products, “ she added.
The TVC has been created by Enormous Brands, led by ad-veteran Ashish Khazanchi. It shows a hawker on the street with an over-sized stack of goods on his head shouting, “Wholesale ka Rate….tu kya lega Seth”. A man from a balcony calls out to him, picks up a product from the stack and says, “Saara wholesale ka market… theek aapke ghar tak…ek cheez bhi lo toh wholesale rate pe.” As he says this, the ShopClues.com logo appears on the screen re-instating its positioning as the only e-retailer in India which delivers the widest range of offerings at wholesale rates regardless of whether a consumer orders one or many products.
The TVC will be launched through a high-frequency build up media plan for about 4-6 weeks with a strong GEC presence, followed by music channels, Hindi news channels, movie channels and youth entertainment channels. The presence will be further extended by implementing sustained edits, content-related innovations and a concerted digital presence which reiterates the positioning of ShopClues.com as the go-to destination for new age customers across tier I, II and III geographies in the country.
You can watch the ad here: