The campaign aims to dispel the notion of e-commerce being transactional and bring to light the warmth that JioMart provides to online shopping.
JioMart, one of India’s leading e-marketplaces today rolled-out the first film of the upcoming four-films campaign for the cricket season in India, “Shopping Aisa, India Jaisa”. The campaign centres on the communication tenet that ‘Rishta’ or Relationship is crucial to both online and offline shopping in India.
As an indigenous e-marketplace JioMart understands this intrinsic need of warmth and relationship that is essential to shopping in India. The central theme of the campaign is built to address this major facet that is amiss in e-shopping today.
The campaign comprises four-films that will be released in stages over the next three months. Through these films JioMart is addressing the major gap between online and offline transaction. It brings to light that JioMart understands that online shopping need not be merely transactional; it can be engaging, interactive, and useful in recognising distinctive customer demands, much like offline.
The protagonist of the film, a shopkeeper selling cricket bats has two young teenagers at the store looking through the bats enthusiastically. The shopkeeper asks them to pick any of the bats, is when one of the boys informs the shopkeeper about his younger brother’s ‘Under 19 years’ trail. This excites the shopkeeper who hurriedly goes in inside and bring a fresh set of bats for the 16-year-old to sample. With gleaming eyes and hope both the boy and shopkeeper smile. The film then showcases a wide range bat selections available online on the JioMart app highlighting its belief & understanding of the shopping nuances in India. The film ends with the tagline “Shopping Aisa, India Jaisa.”
JioMart has also rolled out a 360-degree campaign on mediums like TVC, print, radio, outdoor, and social media platforms. For the sellers, curated virtual destination has been created with ready templates to generate ads leading to the apps, to strengthen customer’s Rishta with the seller via JioMart. In-app innovation: A ‘Shopping Premier league’ store front has been created where customers can accumulate runs and the one with the highest score wins exciting gifts.