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Tag: Jabong

  • The positioning pivots on Myntra being the facilitator for people to make an impression with fashion

    Myntra highlights its role as a fashion expert in new ad

    By A Correspondent

     

    Myntra has announced the launch of #BeUnskippable, a new brand campaign that highlights its role as a fashion expert for its customers. The positioning pivots on Myntra being the facilitator for people to make an impression with fashion.

     

    Said Harish Narayanan, Head – Marketing, Myntra Jabong: “This is an important campaign for Myntra from a brand perspective as it implies a shift in our positioning with the progress we have made so far as a brand. We have passed the stage of defining who we are or what we offer, which is clear in the minds of our consumers and so are focussing on aspects related to enhancing the spirit of fashion in people, showcasing that we understand their needs and how we can help them. The new campaign establishes a strong pay off for people looking to make a lasting impression through fashion.”

     

     

  • Happy mcgarrybowen created a 360-degree campaign for the same titled #OutOfTheWorld

    Happy mcgarrybowen unveils ad film for Jabong’s Big Brand Sale

    By A Correspondent

     

    Jabong has launched its new marketing campaign to promote the fourth edition of its ‘Jabong Big Brand Sale’, which will end today. Happy mcgarrybowen created a 360-degree campaign for the same titled #OutOfTheWorld.

     

    As part of the campaign, the agency created a 30-second television commercial set in outer space. The commercial has fashionable people floating about in zero gravity chasing an army of shooting stars. Said Gaurav Kackar, Head of Brand, Jabong: “This campaign supports our bi-annual sale property- Jabong Big Brand Sale, which is about the best of international and Indian brands available at unbelievably great discounts. Our brief was to create a Jabong world where people express their individuality and sense of fashion, eluding the pull of the real world norms. Happy mcgarrybowen creatively translated the brief into the #OutOfTheWorld campaign. All credit to the collaboration between Happy mcgarrybowen and Jabong teams along with the director’s vision to capture the brand essence in a unique way and at the same time highlight the key sale callouts and innovations.”

     

    Added Kartik Iyer, CEO of Happy mcgarrybowen: “In a typical situation, this would be another opportunity to do another sale ad. But this is Jabong and the team seems to just push the experience of every piece of communication, every single time. A fresh take on what to expect and the excitement around it makes up the experience to be totally out of this world. All credit to the collaboration between client, agency and director.”

     

     

  • Conceptualized and scripted by Happy Mcgarry bowen, the TV commercial will be aired across leading channels

    Jabong’s new campaign promotes its upcoming ‘Big Brand Sale’

    By A Correspondent

     

    Jabong has launched its new marketing campaign to promote the fourth edition of its Big Brand Sale, which will be held from July 27 to 30. Big Brand Sale (BBS) is Jabong’s marquee bi-annual property that is held in January and July to mark the end of on-going season.

     

    Conceptualised and scripted by Happy Mcgarrybowen, the campaign will cover multiple media and platforms. Said Gunjan Soni – Head of Jabong: “The fourth edition of BBS – Jabong’s flagship sale event is going to be bigger and better than ever before with innovations like 100% cash back, VIP Slots, lightening deals. The TVC attempts to capture this magic in a uniquely Jabong way. The campaign theme is based on the very essence of BBS which promises an extraordinary experience for our customers by making the biggest global and Indian brands available at out of the world discounts. The TVC beautifully captures this Jabong world where fashion is the way of life.”

     

    Added Gaurav Kackar, Head of Brand at Jabong: “The campaign communication is based on a simple consumer insight that when you dress well, you feel on top of the world. The TVC, set in a spatial backdrop, depicts the Jabong promise to offer an out of the world shopping experience to its customers this BBS. It’s a first-of-its-kind approach to creatively capture the brand essence and highlight the key sale callouts, which we believe will resonate very strongly with our consumers.”

     

    Said Kartik Iyer, CEO of Happy mcgarry bowen: “In a typical situation this would be another opportunity to do another sale ad. But this is Jabong and the team seems to just push the experience of every piece of communication, every single time. A fresh take on what to expect and the excitement around it makes up the experience to be totally out of this world. All credit to the collaboration between client agency and director.”

     

     

  • The festival will showcase an exquisite collection from international, luxury, designer, beauty, accessory and athleisure brands

    Happy mcgarrybowen creates high-fashion film for Jabong

    By A Correspondent

     

    Jabong has announced the launch of a four-day shopping festival between the April 27 and 30 and to support the festival, Happy mcgarrybowen has launched an all-new campaign. A digital-first approach has been adopted for the campaign, and is supplemented by outdoor, cinema and radio.

     

    Speaking on the campaign, Gaurav Kackar, VP – Brand Marketing, Jabong, said: “Showstopper Festival is an ode to the fashion forwards and the trend makers. Every aspect of our campaign comes from a simple insight that being #FashionGuilty is something you wear on your sleeve proudly. The visualization of the commercial is powerful, eclectic and high on fashion quotient portraying the free-spirited, who defy mediocrity. It encapsulates the essence of the brand, as a curator of best in class labels and high-end fashion.”

     

    Added Kartik Iyer, CEO, Happy Mcgarrybowen: “The thing about those who fiercely love fashion is that they don’t care about what others think. Some people have a certain boldness about them. The Showstopper Festival is for such people. The film brings this thought alive with the showstoppers celebrating their uniqueness, even if they are being judged for who they are.”

     

     

  • The shopping festival will bring together the latest trends and collection of the season from top brands with over 50,000 new styles

    Jabong unveils brand film for its Spring-Summer Runway festival

    By A Correspondent

     

    Jabong has launched a thematic brand film on its digital platforms.

     

    Said Gaurav Kackar, Head – Brand Marketing, Jabong: ‘The idea behind the film is to celebrate self-expression from a wide choice of the freshest collection, which is now live on Jabong. Music has been a high point in our films and with this too the effort is to take it a notch higher. The fusion background score along with earthy lyrics mirrors the visuals of the film which has a contrast of great fashion set against a rustic backdrop.”

     

     

  • The 360 degree marketing campaign has been designed to drive communication around the brand’s flagship sale

    Jabong pushes its ‘Big Brand Sale’ with pan-India campaign

    By A Correspondent

     

    The sale was until yesterday, January 28, but here’s news on what Jabong did to promote the third edition of its ‘Big Brand Sale’. As part of the campaign, Jabong launched a 30-second television commercial, where the ‘Big Brand Sale’ was depicted in a medley of fashion montages with a rap song, providing the beat for “Ho tayar for the Big Brand Sale”.

     

    Conceptualised and scripted by Happy Mcgarrybowen, the TV commercial aired across leading channels, covering GEC, lifestyle, music, entertainment, English and Hindi movies. Said Gunjan Soni, Head – Jabong: “Jabong’s Big Brand Sale is all about celebration of style or swag. The campaign strongly captures the essence of Jabong as the curator of high fashion with its portfolio of top Indian and Global brands, besides emphasizing on the upcoming Big Brand Sale and its offers. Jabong has always been associated with Bold Fashion and Global Brands. Fashion that is an expression and extension of your inner self. The campaign beautifully communicates the theme.”

     

     

  • The 360-degree marketing campaign has been designed to drive communication around the brand’s flagship sale

    Jabong pushes its ‘Big Brand Sale’ with a pan India integrated campaign

    By A Correspondent

     

    Jabong has launched its multimedia advertising campaign for the third edition of ‘Big Brand Sale’ to be held from January 25 to 28.

     

    As part of the campaign, Jabong has launched a 30-second television commercial, where the ‘Big Brand Sale’ is depicted in a medley of fashion montages with a rap song, providing the beat for “Ho tayar for the Big Brand Sale”.

     

    Conceptualised and scripted by Happy Mcgarry bowen, the TV commercial would be aired across leading channels, covering GEC, lifestyle, music, entertainment, English and Hindi movies. The television commercials will also run in five- and 10-second stings across select channels to drive frequency and reach. In addition, the campaign also covers print, radio, outdoor DTH (Airtel & Tata Sky) and digital, with OOH across eight cities.

     

    Said Gunjan Soni, Head – Jabong: “Jabong’s Big Brand Sale is all about celebration of style or swag. The campaign strongly captures the essence of Jabong as the curator of high fashion with its portfolio of top Indian and Global brands, besides emphasizing on the upcoming Big Brand Sale and its offers. Jabong has always been associated with Bold Fashion and Global Brands. Fashion that is an expression and extension of your inner self. The campaign beautifully communicates the theme.”

     

     

  • As part of the campaign, Myntra has released two TVCs that highlight some of its key service features, such as easy returns and instant refunds with an aim to acquire new customers

    Myntra highlights returns and refunds policy in campaign

    By A Correspondent

     

    Myntra has kicked off an integrated marketing campaign to underscore its service offerings, targeted essentially at uninitiated shoppers across the country with a special focus on non-metro cities and small towns.

     

    Commenting on the campaign, Gunjan Soni, CMO, Myntra & Head- Jabong, said: “Non-metro cities are very important markets for Myntra as we see our next phase of growth coming from there.  Our research shows that over 30 million SEC A internet users in non-metros do not shop online and as a market leader we have launched this campaign to drive adoption among them.  We see about 25% of our daily acquisitions coming from this cohort and with this campaign we are looking at acquiring half a million new customers from this target group over the next three weeks.”

     

    Added Neeraj Kanitkar, Creative Director, Taproot Dentsu: “Myntra is undisputedly one of India’s most fashionable shopping outposts. Some shoppers though, especially from non-Metro cities, worry about the practicalities of the service features. Will my return be accepted? Will my return have to meet any requirements? When will I get a refund? And as a result simply stay away from shopping for fashion online. This campaign addresses these questions in a thoughtful, warm yet joyful manner. Which will hopefully get them to try Myntra, because once people try Myntra, they really do love it.”

     

     

  • Launches TVCsto call attention to India's first ever online fashion event

    Myntra launches campaign to promote the first season of ‘Big Fashion Gig’

    By A Correspondent

     

    Myntra kicked off a special campaign to promote Big Fashion Gig and launch two television commercials as part of its ongoing promotions.The campaign calls upon fashionistas to try out the latest products, styles and designs from over 1500 domestic and international brands, with access to over 3 lakh curated styles.

     

    Commenting on the campaign, Gunjan Soni, Head of Jabong and Chief Marketing Officer at Myntra, said: “Big Fashion Gig has been conceptualised to allow our fashion forward customers, access to brands, designs and styles to the upcoming summer collection of some of the finest global brands. It is the first of its kind event in the country where we have conceptualized over 30 gigs with curated styles for our customers and collaborated with over 10 celebrities who will offer their tips and style mantras. The campaign has been developed to clearly highlight their role as fashion advisors to our consumers.”

     

  • Developed and executed by Happy mcgarrybowen, the story of the commercial is built around the concept of celebrating the festival that is you

    ‘You are the festival’, says Jabong in its festival campaign

    By A Correspondent

     

    Leading online fashion retailer Jabong launched its nationwide festive brand campaign – “You Are The Festival”. Extending Jabong’s brand philosophy of ‘Be You’ to the festive season, this will be a part of a 360-degree marketing campaign across media.

     

    Developed and executed by Happy mcgarrybowen, the story of the commercial is built around the concept of celebrating the festival that is you. The campaign combines the themes of festivity, colour, togetherness and homecoming with Jabong’s wide range of fusion wear to colourful and stylish effect.

     

    Says Rahul Taneja, Chief Business Officer, Jabong, “This festive season we connect with our customers by evoking the essence of festivities by celebrating who we are – to proudly BE YOU! And no matter what your sense of style, Jabong is your go-to fashion destination. We are delighted to be able to be a part of this festival season with this vibrant presentation of Jabong and look forward to our customers connecting with the brand through this campaign.”

     

    Talking about the creative process involved in the TVC, Kartik Iyer, CEO, Happy mcgarrybowen said, “We’re really excited about working with Jabong on this campaign. As an agency we have always had a keen interest in fashion. It was also a challenge of sorts, because we wanted to bring something new to the campaign without losing the essence the brand already enjoys in the minds of followers. It was an absolute blast creating this campaign from the word go. It has all come together pretty well. I’m sure the uniqueness of it all will resonate well with everyone.”

     

     

  • The campaign is led by a TV commercial directed by London based award winning film, creative and art director Harvey B Brown

    Jabong ups “Be You” positioning in new brand campaign

    By A Correspondent

    Jabong is back in action with its largest ever brand campaign. The campaign is a contemporary take on Jabong’s positioning of “Be You”, celebrating diversity. The campaign is led by a TV commercial directed by London based award winning film, creative and art director Harvey B Brown. Harvey has earlier created a fusion of high fashion and film collaborations with artists such as George Michael & Elton John among others. He is known globally for his well acclaimed commercials for Mont Blanc, Swatch, D&G, and closer home, for IndiGo Airlines, Incredible India and many others.

     

    Speaking about the campaign, Sanjeev Mohanty, CEO & MD, Jabong said: “This campaign marks the beginning of a new chapter for Jabong. Youth today are confident, comfortable in their skin and ready to make bold choices. They want to be fashionable, yet not be slave to a trend. You could be skinny, plus sized, bold, meek, short or tall – but you are who you are – and fashion helps you Be You. This campaign celebrates their choices, and makes our brand philosophy much more relevant in the current context. After strengthening our fundamentals in last few months, we are bringing the focus back to our brand.”

     

    Talking about the theme of his latest TV commercial for Jabong, Harvey B Brown said: “Fashion can be bold and brave and yet be within reach. Through this campaign, I want to break the stereotypes that limit the very creative expression that is needed to make a truly personalized fashion statement. Beauty in advertising is usually defined to fit set criteria. I wanted our styling to be contrarian and inspirational. So you’ll see young men and women wear shirts as colourful turbans, sweatshirts as pants, men’s trousers as women’s jackets, and so on.”

     

    Asheesh Malhotra – President, Head of Mumbai & Delhi, Bates CHI& Partners commented: “Fashion isn’t really understood well in our country. Most retailers and ecommerce aggregators have commoditized the category even further. Wearing /selling bright, pretty clothes and putting them on chiselled bodies is equal to fashion. Having spent a good part of his life in the industry, Sanjeev is very passionate about the category; his vision was very clear. He wanted to give fashion its due and redirect the conversation about fashion, which is beyond the fabric and talking to people who want to be fashionable and be comfortable with their bodies and not enslaved by trends. The team delivered a campaign which is rule bending yet not preachy.”

     

    Jabong is investing in a 360 degree marketing campaign extending across multiple media. The commercial will be on air on across all leading channels in entertainment, music, movies, sports and other genres on TV, supported by a large scale outdoor + cinema presence. On digital, this campaign is being promoted across YouTube, Facebook and multiple other digital properties.

     

  • The e-commerce firms could generate for 40% of their annual sales this festive season

    Acche Din as ecom players expect $4bn sales this Puja/Dassera-Diwali-Xmas

     

    By Anjal Agarwal

     

    E-commerce firms are running their preparations for the coming festive season at full steam, expecting sales to the tune of Rs 25,600 crore ($4 billion). The festive months from October-December are expected to account for 40% of the $10-billion annual sales e-commerce firms are likely to record this year, according to management consulting firm Technopark Advisors. The industry had reported $7 billion sales in FY15, with 40% sales coming during the festive season, the firm’s senior vice-president Ankur Bisen said.

     

    Online marketplace Snapdeal, which saw a 15x increase in traffic last Diwali, is strengthening all aspects of business operations, including logistics, supply-chain, financial and technological support, Idi Srinivas Murthy, senior vicepresident, marketing, Snapdeal said. “We have launched faster last-mile delivery solutions and a refreshed user interface. We are also developing a host of solutions for our 1,50,000 sellers,” he added.

     

    Two major areas come into sharp focus as dozens of etailers jostle with each other for greater share of festive spends – delivery performance and customer satisfaction.

     

    Mumbai-based furniture and home products marketplace Pepperfry has increased merchant base, multiplied marketing outreach, and invested in doubling its logistics capabilities by expanding fulfilment centres, delivery and assembly capabilities as well as technology capabilities, according to chief marketing officer Kashyap Vadapalli. “Our sales were up 200% (last Diwali) as we took necessary steps both at the logistics and supply end,” he added.

     

    The coming festive months are crucial not just to the ecommerce industry, but also for companies providing logistics solutions. Logistics startup Delhivery is expecting a significant surge in volumes, similar to last year. “Delhivery is continuously investing in technology, infrastructure and automation to ensure such surges are managed well during the festive season,” said Mohit Tandon, co-founder, Delhivery. However, with rising demand, these companies are bound to face innumerable challenges.

     

    “Since the logistics partners are common to almost all players, fulfilling the demands over a given period of time becomes a concern,” said Praveen Sinha, managing director and founder of online fashion retailer Jabong. “It is not always easy due to the overwhelming response that we get during this time. It sometimes becomes challenging to have a constant stock of products,” he added.

     

    In the past one year mobile and internet penetration has increased further indicating that this year online purchasing will grow multi-fold compared to Diwali 2014, Kushal Nahata, CEO and cofounder of enterprise mobility platform FarEye said.

     

    Source:The Economic Times

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