ShopClues has announced the launch of its new festive campaign ‘Sabse Badi Smile’, that will be rolled out across television, print and digital platforms. Announcing the Maha Bharat Diwali Sale, the TVC captures the essence of ShopClues as the one-stop-destination for affordable festive shopping, and the joy it brings to the lives of its consumers.
Said Harneet Singh, Head – Marketing, ShopClues: “ShopClues is the brand of real India, the Tier 2, 3 and markets beyond. With this new campaign, the idea is to capture the excitement of festive shopping and how ShopClues makes shopping both simple and joyful. Our protagonist, Smile (pronunced Ismail) – a metaphor for joy – will be omnipresent around our consumers whether it is through TV, Social media posts, GIFs, banners, outdoors, or Digital films. We will always see him standing next to our consumer, smiling. Because this Diwali, everyone shopping at ShopClues will have a big smile.â€
Added Ashish Khazanchi, Founder of Enormous Brands: “We started with the insight that for middle India there’s no such thing as retail therapy, there’s only deal therapy. Nothing makes us happier than finding a great price for things we always wanted to buy. This insight we wanted to capture in a simple but uniquely memorable way. With Ismail, we created a memorable visual icon and also created a unifying fulcrum for the campaign across offline and digital.â€.
ShopClues has announced the launch of their new ATL campaign, focused on the fashion category. The new campaign is conceptualised by ShopClues in collaboration with Enormous Brands and has a series of different ads focusing on ShopClues’ offerings, such as affordable everyday fashion, occasion dressing, holiday and work wear fashion. The integrated campaign is comprised of a TV commercial, besides radio, cinema, print, OOH, events and promotions, and digital legs.
Said Harneet Singh, Head – Marketing, ShopClues:“We at ShopClues aim to fulfill the Fashion and Lifestyle aspirational needs of our core consumers, majority of which are in Tier-2, -3 and beyond markets. With this new campaign, we intend to position Shopclues as the ‘Online Fashion Market’, which is the go to destination for our value-conscious consumers’ everyday fashion needs. We understand that our consumers want to wear good clothes to look and feel good everyday but they have limited budgets. The Online Fashion Market aspect of ShopClues has been created with this proposition to bring the largest variety, trends and latest fashion across branded and unbranded categories to our consumers at supremely affordable price-points. We are very excited to bring this offering to our customers and we look forward to their positive response.â€
Said Ashish Khazanchi, Founder of Enormous Brands: “ShopClues has always stood for offering good quality products at affordable prices. In line with what it stands for, Shopclues came up with their latest campaign. The campaign showcases the fact that people today have their own version of a traditional fashion street or a market. Just that it’s to be found online on ShopClues. The campaign will be amplified through TV and print medium.â€
Eight-year-old independent Creativeland Asia (CLA) known for its benchmark work on large brands like Cinthol, Frooti, Audi, Mercedes and MTS telecom is back with a bang.
CLA has signed on integrated mandate for Domino’s Pizza, Godrej No1 soaps, the Rs 1000 cr soap brand from Godrej, the Indian Express Newspaper, She comfort Sanitary Napkins from Emami and the digital mandate for Jet Privilege.
The total spends size of all these brands put together is estimated at Rs. 250 cr. The pure revenue to CLA could be estimated at Rs 21 to 25 cr which would not only compensate for the Parle Agro split in January but actually adds more than double the revenue it lost.
Sajan Raj Kurup
On the big wins, Sajan Raj Kurup, Founder & Creative Chairman of Creativeland Asia said “We stepped up the game when it was required. Every one did their bit as planned and the results are quite obvious. We have added substantial new business in the first two quarters of the year. Not a bad way to start a year I suppose. We have surpassed our target for the year in the first two quarters, so we have decided to opt a slightly different business strategy for the rest of the quarters.
For Domino’s the apart from mainline work, Creativeland has been entrusted with integrated marketing duties which includes precision marketing and digital mandates as well.
Said Harneet Singh, VP Marketing, Dominos: “We needed more strategic and creative minds to work with us, as partners,  to grow the brand and hence we selected CLA as our new agency partner in addition to our incumbent creative agency. We believe the strengths of CLA are very complimentary to our thinking and approach and together we can do some very interesting work on brand Domino’s.â€
For Godrej No1, Creativeland has been entrusted with integrated marketing communications mandate and to design and grow the No1 range including soaps face-washes and other NPDs.
Sunil Kataria, Head of Sales & Marketing, GCPL said: “We have been working with CLA since 2011 and one of the things that I really appreciate about them is the ability to come up with genuinely creative ideas for the big moments . One of the reasons they are able to do this is because the top leadership themselves get involved into understanding the brand essence and tonality in depth and that makes a difference.â€
For Emami, Creativeland will be relaunching their newly acquired She comfort Sanitary napkins, Apart from Integrated marketing communications, CLA has been entrusted the responsibility of redesigning and revamping the brand including its packaging design.
CLA has also been entrusted the responsibility of revamping brand Indian Express with their integrated marketing communications mandate. Their multimedia campaign which involves print, TV and digital will hit later this week.
Currently, Creativeland has 14o-odd people working across disciplines and offices. On this new phase of the agency, Raj Kurup elaborated: “As most organisations that are born in the internet generation, Creativeland has always been in a constant state of reinvention. We have had eight awesome years, where work has always been Centre-stage. During these years, we had also sown seeds of our own ventures that are outside of advertising and design. CLA 2.0 is going to be Creativeland in a different gear. We are preparing for the next 10 years. We have made some fundamental changes in our organisational structure and added a Culture & Marketing team. Our technology team is all set. We have also spun out or Digital production department into a separate tech company called Creativeland Technologies which now houses end to end tech solutions spanning front-end and back-end solutions with a CLA edge. Our design team is looking beyond brands and identities alone and venturing into retail, space, environment and infrastructure design.
In terms of people, we are a diverse set. From technologists, to economists, to UI designers, to writers, to designers, to sociologists, we have them all. And that’s key to CLA 2.0’s ambitions.
Our new office in Bandra-Kurla Complex one of the fastest growing, global business hubs in India, is well-appointed to keep the team motivated. Conscious of the long hours and the intense pressure the nature of our work commands, we are making amends by making our environment fun and rejuvenating. From a leisure room with a pool table, a table tennis table and a foosball table, to a spa with massage chairs and hair treatments, and a pantry that is the size of our first office, the office has everything one may want.
