MUMBAI: eCommerce portal www.homeshop18.com today launched its new TV commercial titled "India Shops Online at HomeShop18.com".

The new commercial has been produced by Cell18 under the direction of Zubin Driver.

The campaign thought has been created to resonate the eCommerce company‘s aim of rapid growth and success among customers. The spot targets all demographics but focused on youth.

HomeShop18 CEO Sundeep Malhotra said, "This commercial is reflective of our deep focus on the ecommerce domain and is meant to accelerate the growth of the ecommerce category and of homeshop18.com as a consequence, being the clear leader. In this commercial you will find a clear leader-like tonality and a deep association of ecommerce and homeshop18.com, through the intelligent use of the "click" both visually and in the audio."

The TV commercial is the first in a series and has been produced in a 30-second format with 15 second versions to follow. It is learnt that there will be more TV commercials to follow under the "India Shops Online at HomeShop18.com" theme.

The company has recently been in news for having acquired a books etailer called "coinjoos.com" and also for raising funds worth Rs 1 billion.