afaqs!

enormous Brands bags ShopClues' creative mandate

By Saumya Tewari , afaqs!, New Delhi | In Advertising | August 01, 2014
The company has earmarked Rs 75 crore for its first-ever brand campaign.

ShopClues.com, the online marketplace founded in 2011, has awarded its creative duties to enormous Brands following a multi-agency pitch. The other agencies that made presentations were ITSA and Ogilvy & Mather. The account will be handled out of agency's Delhi office. The media planning and buying activities have been assigned to the Rajul Kulshrestha-headed Xposure.

Ashish Khazanchi

Shweta Jain

Radhika Ghai

The mandate of the creative agency is to build the ShopClues brand by increasing its penetration and recall in broader geographies and demographics. The company has earmarked Rs 75 crore for its first-ever brand campaign.

Commenting on the win, Ashish Khazanchi, managing partner, enormous Brands says, "Our mandate is to execute the entire communication for the brand and make its positioning stronger in the market." The platform has over 65,000 merchants powering an extensive selection of 5.3 million products across 3,000 listing categories.

A few months ago, ShopClues got Shweta Jain on board as brand strategy consultant to kickstart the accelerated mode of branding and advertising initiatives. Jain comes with experience in brand and communication strategy and consumer engagement road mapping, having worked across categories earlier with Pernod Ricard, Ogilvy and Gillette.

Differentiating ShopClues from other e-commerce companies who are also advertising heavily, Radhika Ghai Aggarwal, co-founder & CMO, says, "While other e-commerce players are targeting the affluent consumers, we are looking at masses. We wanted a creative partner who understands the Indian heartland and we found it in enormous Brands under the able leadership of Ashish."

ShopClues.com connects buyers and sellers online and ships to over 15,000 cities across India and has thousands of online stores. Based in Gurgaon, It is funded by institutional investors, and is the Indian subsidiary of Clues Network Inc, a US corporation.

While ShopClues covers a broad range of products, prices, categories, brands, and sellers, it specialises in non-standard categories, unbranded products or less-known brands, smaller merchants, and tier II and tier III cities.

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