360O campaign conceptualised by Enormous Brands announces block-buster Diwali deals
20th September 2017: ShopClues, India's first and largest managed marketplace, today announced the launch of their new festive campaign ‘Sabse Badi Smile’, that will be rolled out across television, print and digital platforms. Announcing the Maha Bharat Diwali Sale, the TVC captures the essence of ShopClues as the one-stop-destination for affordable festive shopping, and the joy it brings to the lives of its consumers.
The idea of the TVC is to personify people’s smiles. The smile they will not be able to hide once they discover amazing offers on Shopclues Maha Bharat Diwali Sale. Our protagonist, Smile (pronounced Ismail in TVC)– a metaphor for joy - will be omnipresent around our consumers whether it is through TV, Social media posts, GIFs, banners, outdoors, or Digital films, etc. We see him with everyone who is checking out the Maha Bharat Diwali Sale. The character, Ismail, is a larger-than-life, ever-smiling persona, which connotes that while shopping from ShopClues, the consumer will always have joy around them. The media plan has been designed to create greater penetration into Tier II, III and IV markets, and showcase how ShopClues meets every day fashion requirements for both men and women.
Harneet Singh, Head - Marketing, ShopClues, shared, “ShopClues is the brand of real India, the Tier 2, 3 and markets beyond. With this new campaign, the idea is to capture the excitement of festive shopping and how ShopClues makes shopping both simple and joyful. Our protagonist, Smile (pronunced Ismail) – a metaphor for joy - will be omnipresent around our consumers whether it is through TV, Social media posts, GIFs, banners, outdoors, or Digital films. We will always see him standing next to our consumer, smiling. Because this Diwali, everyone shopping at ShopClues will have a big smile.”
The Maha Bharat Diwali Sale will offer a wide range of products across categories like Home & Kitchen, Electronics & Accessories and Fashion & Lifestyle categories. The much-awaited sale will run from 20th September to 28th September.
“We started with the insight that for middle India there's no such thing as retail therapy, there's only deal therapy. Nothing makes us happier than finding a great price for things we always wanted to buy. This insight we wanted to capture in a simple but uniquely memorable way. With Ismail, we created a memorable visual icon and also created a unifying fulcrum for the campaign across offline and digital.” said Ashish Khazanchi, Founder of Enormous Brands.