ShopClues has rolled out its new TV ad campaign for the festive season. TVC brings to the fore the delightful offerings up for grabs this year on ShopClues with its tagline ‘Itne Kum Mein’ (At such a low price).
Conceptualised and created by Enormous Brands, the TVC captures how a large assortment of products at never-before prices are being made available for ShopClues customers to add to their jubilance in the period that leads up to Diwali.
The ad film opens with two girls having a conversation about how one of them enjoyed an incredible buying experience on ShopClues. She starts to describe the prices on ShopClues as ‘Itne Kum Mein, Itne Kum Mein, Itne Kum Mein’ and the repetition continues. The frame zooms out to reveal this conversation actually being shown on TV. The couple watching the TVC wonders if the visual is stuck, and taps the TV a few times, Husband Struggling to fix the Antenna, salesman watches as all the TVs in an offline store plays the same thing, the director at the shoot gets puzzled. The dialogue ends with the girl concluding, ‘Itne Kum Mein, ki kya bataun’.The TVC goes on to highlight the really low prices, the wide array of products and unmatched exciting deals available during Diwali only on ShopClues. The core communication message of the TVC is enclosed in its concluding line, ‘Pesh hai ShopClues Diwali sale! Itna sab kuch itne kum mein’.
Speaking on the TVC, Nitin Agarwal, AVP – Marketing, ShopClues said, “The festive season is here and this is the time when people love to splurge on clothes, electronics, ethnic fashion, home & kitchen, make-up and footwear. During this time, people indulge in home décor & renovation too. Therefore, we have planned a sale that has a diverse range of brands on offer. Through the TVC we want to communicate to people that they can revel in the feeling of fulfilment this festive season and lay their hands on anything their heart desires as everything is available ‘Itne Kum Mein’.”
Ashish Khazanchi, Managing partner, Enormous Brands said, “ShopClues as a brand has always strived to bring alive the idea of an online market, right from its brand films to the seasonal tactical films. The festival of lights means a lot to Indian customers and they are eager to make the most of the irresistible discounts during the festive season. The coveted products and unbelievable prices at ShopClues have always appealed to all the value-conscious buyers in the country. And that’s the reason we have introduced the colloquial phrase ‘Itne Kum Mein’ as the catchphrase of this season’s campaign. Its recall value is instant and is sure to infuse more delight into the festive buying experience of Indians across the country.”
The campaign also uses Outdoor, Facebook and YouTube along with Radio as support media to bring to life the amazing bargains. A series of fresh and fun catalogue digital films that illustrate the spread of high-value products along with discounted prices are showcased so that customers can make the best of the splendid festive season sale from 1st to 10th October 2016.
You can watch the ad here:
Creative Team - Ashish Khazanchi, Shubhojit Sengupta, Savio Banerjee, Santosh Jekete
Account Management- Ajay Verma, Rohit Kumar, Bharat Gupta
Planning- Poonam Raichura
Our typical marketing budget is usually 10 per cent of the topline spend
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