Compare Munafa's new campaign bribes shoppers

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | October 27, 2015
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The new campaign for e-shopping portal Compare Munafa makes a provocative claim, 'Bribe is good' to communicate the benefits of using its platform.

E-shopping portal Compare Munafa has launched a new campaign to tell customers about the benefits of using its platform. Conceptualised by Brand Bazooka, the campaign equates the 'Munafa Points' (reward points) that the site offers to 'bribes that are good'.

Compare Munafa's 'bribe is good' TVC

Compare Munafa's print ad

Vineet Karwal

Sabu Paul

The TVC begins with a girl asking her father to get her a pony similar to the one in her textbook. He agrees, but on the condition that she must secure top grades in all exams. While the father is fairly confident that he gave his little one an unrealistic target, the daughter surprises, nay shocks him, by achieving it. As promised, he has to get her the pony. The ad ends with a voiceover that says, "Sometimes bribes are good, that's why we bribe shoppers with more munafa (profits)".

Compare Munafa is a referral and coupon site that helps customers save money by comparing prices across stores such as Amazon, Flipkart and Jabong. Further, it rewards shoppers with 'Munafa Points', which can be used to pay mobile bills, DTH recharges or wallet money.

Says Vineet Karwal, co-founder and managing director of Brand Bazooka, the agency behind the campaign, "In the launch phase, the challenge was to communicate the benefit in an interesting and engaging way, and get more people to notice the brand. The budget was limited, therefore we needed to do something radical and clutter-breaking."

"Essentially the site offers enticements to shoppers. So how can we say this in an arresting and provocative way, tapping into the zeitgeist? We came up with the expression #BribeIsGood," adds Sabu Paul, chief creative officer, Brand Bazooka.

The campaign is currently running across television, print, radio, outdoor, cinema and digital. According to the agency, the initial response has been encouraging. On the day of the launch the Twitter hashtag #BribeIsGood was trending at No.1 in India. Further claims state that since the launch of the campaign the number of people who visit the site daily has also increased ten-fold.

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