Mobile services marketplace, UrbanClap has announced the launch of its first TV commercial in association with advertising giant, Publicis Ambience. A part of its marketing strategy, UrbanClap hopes to strengthen its position among both consumers and competitors as one of the best on-demand service providers in the country.
Commenting on the launch, Abhiraj Bhal, Co–founder, UrbanClap said, “The launch of UrbanClap's TV advertisement is an important moment in the journey of our 2 year old company. We are transforming the way people utilize these services - from beauty to home repairs, yoga to tutors etc. We are excited to take our brand to the next level with this TVC and hope to scale to greater heights in the near future."
Elaborating further on the launch, Paritosh Srivastava, COO, Publicis Ambience said, “The biggest challenge for a services marketplace in our country is trust and quality. We have used human relations as metaphors to emphasise the quality of our service providers, these relations are endearing and relevant to audiences across strata. We strongly believe this campaign will help create a positive disposition towards UrbanClap.”
Adding his bit, Jigar Fernandes, Executive Creative Director, Publicis Ambience said, “We all knew what this launch meant for UrbanClap, because you never get another chance to make a first impression, especially in this great Indian startup mela. Every step of the way we worked together with the good guys at UrbanClap as it was their first TVC experience. It was a fun mix of pressure, responsibility, left brain logic, right brain blabbering, passionate arguments and bro hugs.”
The creative team behind this TVC includes – Jigar Fernandes, Gururaj Rao, Anirudh More, and Abhishek Sawant. The UrbanClap account was managed by Paritosh Srivastava, Atin Wahal, Noorbanu Qureshi, and Kanishka Bhamawat. The filming department includes – Jignesh Maru and Nupur Agarwal (Film team), Radhika Produces Films (RPF) (The production house). The TVC was directed by Suresh Triveni, and produced by Radhika Sawhney.
So far, the marketing strategy for UrbanClap has been digital heavy, with Facebook and Google being the primary channels for tactical marketing, and some amount of Above the Line advertising (ATL) being done on radio. By 2017, UrbanClap endeavours to shift its marketing from being digital heavy to being more above the line.
Additionally, on the digital front there will be focus on channels such as YouTube and Instagram. UrbanClap will also invest heavily in SEO marketing. The creative language that used by its team will also speak more about the brand and breadth of the platform, rather than show casing single services.
You can watch the ad campaign here: