After the funny Bhains ki aankh campaign for the six to nine Gharwapsi Sale, online marketplace ShopClues has rolled out another witty TVC titled O Bhaisaab. This time, to highlight the proposition offered by its new property, the Sunday flea market. Through the ad, ShopClues showcases how shoppers gasp in disbelief when they check out the discounts and deals on this sale property.
Speaking on the campaign, Radhika Aggarwal, co-founder and chief business officer, ShopClues.com, says, "The ShopClues Sunday Flea Market appeals to the common Indian who is used to shopping at delightful price points from local bazaars on specific days of the week. We have emulated this delight on the online platform and through this TVC we want to garner greater mindshare for this property. The idea is to get more and more shoppers to check it out."
Ashish Khazanchi, managing partner at Enormous Brands, adds, "The Sunday flea market offers unbelievable deals on everyday products. 'Unbelievable' being the starting point, we used the exclamation 'O Bhaisaab' to portray it and establish Sunday as SFM (Sunday Flea Market) day in the minds of the customers."
The Flea Market concept has been modelled after the prevalent shopping format wherein products are sold at huge discounts without compromising on quality. Featured products under the Flea Market promotion are either in less quantity or in odd numbers, which is why the merchant is willing to sell them at highly discounted prices.
The Gurgaon-based ShopClues was founded in July 2011 in Silicon Valley. It is the Indian subsidiary of Clues Network Inc., a US corporation. With 2.5 crore listed products and over 3,00,000 plus merchants, ShopClues is an online marketplace which claims to receive more than 100 million monthly visitors.
"The detailing is solid and can ensure the Bhaisaab character be extended beyond the flash sale space on Sunday," he suggests.
"It's a good bit of advertising where the creative idea is the champion. The service is nothing great, but by taking the creative leap of Bhaisaab, they've made ShopClues far more memorable than many brands jumping on the e-commerce band-wagon," he adds.
Mishra also appreciates the use of the SFM tagline aflatooni samaan at aflatooni daam which makes "what seems like a flash/dump sale cool and acceptable".
Sambit Mohanty, creative head, DDB Mudra North, finds the campaign entertaining. "It uses a memorable character in a memorable desi way to make a point about the ShopClues Sunday sale. The Twitter handle belonging to Bhaisaab is also a fun way of integrating this character in the digital medium," he says.