Shopclues to launch first ever brand campaign

Ecommerce venture, that started its India operations in 2011, will be launching its first-ever advertising campaign in September. Ranked as one of the top 5 ecommerce companies in India by Assocham in 2013, Shopclues has earmarked Rs 75 crore for its first-ever brand campaign. The company has appointed Enormous as its creative agency following a multi-agency pitch. The other agencies that made presentations were ITSA and Ogilvy & Mather..

“When we started the company, our understanding of the ecommerce sector was based on what was happening internationally — online was a reflection of the offline retail. But in India it was a different story. So, we spent the initial years in building and strengthening a well balanced eco system and stayed away from traditional advertising,” says Radhika Ghai Agarwal, co-founder and corporate vice president, Shopclues.

The company was launched on social media and has been working with digital agency iProspect for its online and social campaigns, and has lapped up 4 million registered users so far. Agarwal says that while most ecommerce companies replicate the model of a mall on their websites, Shopclues is like a “bazaar” targeting the Indian middle class.

And that’s exactly the brief that was given to the agency. “Which is essentially to say that the element of discovery, surprise value and width of choice have become more important than the western concepts of high-end brands pulling in customers,” says Ashish Khazanchi, managing partner, Enormous.

“The campaign taps into the the Indian mass-market psyche of value shopping that will highlight the nature of this marketplace as completely differentiated from any of the other e-commerce platforms,” he adds.