Vijay Sales' TVC attacks pain points of online shopping

MUMBAI: Offline retail store, Vijay Sales has launched new commercials pouncing on the inherent weaknesses of the internet. Retailers have started favouring an omni channel approach to sell goods especially in the case of consumer electronics and fashion, which are now being copied by e-tailers, who sell retail goods on the internet.

IBEF, in one of its report clearly stated, “Total monthly online shoppers stagnant at 15-17 million (1.5-1.7 crore) since the past six months”. This age group of 20-40 year olds were using online mediums to mainly shop for fashion and appliances.

Network Advertising has created three TVCs to bring alive the consumer frustration with e-commerce purchases when it comes to consumer durables. The campaign highlights the advantages of real world people who can provide real answers to them. The narrative of the commercials is a never-before attempt to seize the conversation away from the e-commerce companies.


Air Conditioner:

Smart Tv:

Washing Machine:

Vijay Sales managing partner Nilesh Gupta said, “While the attention of media was on the e-commerce festivals of deep discounts, we have seen our service being reinforced by customer belief in terms of them returning in large and growing numbers to Vijay Sales, despite all the noise around e-commerce offerings. So, we wanted to bring to the fore the consumer pain points with the internet world which they tell us every time they come to our stores.”

Network Advertising managing director Vinod Nair said, “It’s amazing that once you see the ads, every average consumer will realise what he has been missing. And it is our close connect with the category and the client that helped us arrive at this insight. I promise that each one who watches the ads will have personal anecdotes to add to the three stories we have projected in our campaign.”

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