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Jabong.com accentuates concept of Shopaholism in TVC campaign

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NEW DELHI: “Fashion Nikla Mann Fisla” is the theme of the new television commercial of Jabong.com that is aimed to be a humorous take on common human behaviour in the context of ‘fashion and lifestyle’.

It is the first amongst the three TVCs designed in the new campaign.

The new campaign, created by ‘Draftfcb Ulka’, shows situations where the protagonists prioritise their shopping needs over other important situations. This elucidates the allegory of Jabong.com being a ‘temptation island’ of latest trends and styles, where the consumer will be selfish for his shopping needs and prioritize them over everything else.

The new campaign is witty and brings forth the core insight of the brand- ‘Shopaholism’. According to the brand, it has the elements to strike the right chords in terms of spreading awareness about the brand.

The campaign features a young couple where the husband convinces his wife to stop worrying about their kid’s pre-schooling and take pleasure in the astounding assortment that Jabong.com offers. The wife, being a shopaholic herself, falls in the trap and the excitement for shopping continues.

The ad campaign has been created by Jabong.com’s creative agency- Draftfcb Ulka.

With the new campaign “Fashion Nikla Mann Fisla”, Jabong.com hopes to capture the attention of the fashion conscious shopper looking for a one stop shop and an unparalleled shopping experience. The behavioral insight behind the campaign is that the shopaholic youth of today prioritise their shopping needs over everything else, which has been shown through three creative TVCs.

Jabong.comManu co- founder Kumar Jain said, “Our new campaign combines the enthusiasm for shopaholism and general human behaviour of a little greed when it comes to fashion and Jabong.com. The idea is to educate the customers on the widest assortment of products across categories that are just a click away while clearly setting Jabong.com as a youth brand for those who prefer shopping over everything else."

Draftfcb Ulka group creative director Sanjay Sharma said, “The main objective of the new campaign is to differentiate Jabong.com in the crowded online shopping business while at the same time establishing its supremacy in the space of trends, styles and all things fashion. When it comes to the youth, there is a certain selfishness associated with shopping and we wanted to bring out this prioritization of shopping over everything else in our campaign in a tongue-in-cheek manner which will resonate with our target audience.”

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