MAM

ShopClues' new campaign aims at creating experience of market against mall shopping

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NEW DELHI: A quirky brand campaign has been launched by the marketing app ShopClues to break the clutter in the realm of e-commerce with its value-for-money shopping experience.

#MallNahiMarket is a 360-degree media campaign, which reinforces ShopClues’ market positioning as a mass brand. The campaign offers shoppers an experience of an Indian street market with competitive pricing and a wide assortment. 

ShopClues’ latest TVC depicts a happy Indian shopper who dances to the tunes of “Yeh Mall Nahi Hai, Market Hai, Yeh Good for the Pocket Hai.” This happy-go-lucky character celebrating bargains at ShopClues represents the company’s shoppers who are bargain-hunters and love a bazaar-like experience.

The communication route is meant to strike a chord with ShopClues’ consumers who rely on pricing across the ShopClues website and mobile app.

The TVC illustrates that the ShopClues’ app is perfectly poised to give customers the most authentic market experience online which reiterates its communication - “Market in your Pocket.”

ShopClues plans to roll out three TVCs for its leading categories namely Fashion, Home & Kitchen, and Electronics. The ad films have been created and conceptualised by Mumbai-based Enormous Brands.

As a part of the promotions, ShopClues is also the co-presenting sponsor for the Asia Cup 2016 and will be running its new brand campaign across all channels to maximise visibility. 

Talking about the new brand campaign, ShopClues AVP Marketing Nitin Agarwal said, "Through the new ad campaign, our key endeavour is to reinstate ShopClues’ brand positioning as the ultimate marketplace for the value-conscious shoppers. We want to emphasise on replicating the Bazaar-like familiarity & experience on the online and mobile platforms. On our platform customers can expect the biggest product range & price points that remind them of their favourite markets. This USP of our brand is what we wish to drive home through our latest TVCs."

Enormous Brands managing partner Ashish Khazanchi added, “While shopping at a mall is a concept from the west, shopping at a market isa more culturally-rooted experience for most Indians. To cut through the clutter of online malls, ShopClues has always drawn a parallel to bazaar experiences that appeal to the masses. #MallNahiMarket aims to meet the consumer expectations and does so in a relatable and colloquial tone and manner.”

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