Top Story

e4m_logo.png

Home >> Advertising >> Article

Percept/H bags account of e-commerce brand Shop CJ

04-June-2015
Font Size   16
Percept/H bags account of e-commerce brand Shop CJ

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:

Tags Percept/H Hakuhodo Shop CJ

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.