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Tag: Jabong

  • The TVC reiterates the idea of self-direction and freethinking, unescorted by the stringent norms of the society

    Jabong takes ‘Be You’ philosophy further with new TVCs

     

     

    Fashion portal Jabong has unveiled three TVCs, which will be aired across various channels. The TVCs capture aspirations, dreams, thoughts and personal styles for people who have chosen to break free from the norm and followed their own style and passion.

     

    The launch campaign, last year was a reminder, a knock on everyone’s conscience. After radiating this vision, Jabong adds to its philosophy of ‘Be You’. The TVC reiterates the idea of self-direction and freethinking, unescorted by the stringent norms of the society. It inspires lateral thinking and affirms fashion as a mode of unorthodox expression.

     

    On the launch of the second edition of the brand campaign, Praveen Sinha, Founder and Managing Director, Jabong.com, said, “Post tasting success with the launch of ‘Be You’ campaign last season, our team decided to take the winning streak forward and give a different dimension to it in the second season. Jabong.com is constantly innovating to churn out something new for its customers; we let out a spark of individualism last season and we plan to sustain it with this TVC in its second inning. The TVC is very simple in terms of the message it plans to send out, chase yourself, not the word.”

     

    Created by Bang in the Middle, with different films, weaving different stories, this year’s plan is much grander and bolder. Instead of just telling people to follow their own star and break free, it shows the stories of people who dared to be themselves. Here, Jabong celebrates each type of special, every kind of different.

     

    Prathap Suthan, CCO, Bang in the Middle said, “Last year around when we launched the philosophy of ‘Be You’, we were pretty much convinced that it gave enough and more encouragement to young India to be proud of themselves and to go ahead and be what they wanted to be. Jabong being the one brand that would support and inspire them on their self discovery and conviction with the widest range of fashion. Ready with ideas to help express themselves across the days and nights of their journeys. The campaign was a balanced act of liberation, and pushed people to go beyond the shallow definition of fashion, and gave them the freedom to stand up and be themselves: beLeaders instead of followers. This time around, instead of a common philosophy, we are bringing to life stories of individuals, how they choose to live their lives and how they use their minds to create a niche for themselves. More importantly, these ads also surf the top of emerging social trends and try to present the changing faces of the country. Young India is a more confident, globally conscious, and empowered lot of people. And all you have to do is look around to find youngsters living life the way they want and successfully at that. Jabong is at the cusp of being the one positive pat on the back for these millions of dreamers and thinkers and doers who will do India prouder than ever.”

     

    This campaign is a mouthpiece for the youth that has risen above the herd and retained its true identity. Jabong, with these new ads, exemplifies what ‘Be You’ means. The TVC includes a 30 second couplet narrating the tale of a young couple in a live-in relationship, defying the societal customs and avowing to stay true to their individual beliefs. An additional 60 second film is shot for digital promotion encapsulating the dreams of young India and how they are pursuing their unique entities, away from the social orders. Two more commercials chronicling journeys of the protagonist follow as well this season.

     

  • The TVC reiterates the idea of self-direction and freethinking, unescorted by the stringent norms of the society

    Jabong takes ‘Be You’ philosophy further with new TVCs

    By A Correspondent

     

    Fashion portal Jabong has unveiled three TVCs, which will be aired across various channels. The TVCs capture aspirations, dreams, thoughts and personal styles for people who have chosen to break free from the norm and followed their own style and passion.

     

    The launch campaign, last year was a reminder, a knock on everyone’s conscience. After radiating this vision, Jabong adds to its philosophy of ‘Be You’. The TVC reiterates the idea of self-direction and freethinking, unescorted by the stringent norms of the society. It inspires lateral thinking and affirms fashion as a mode of unorthodox expression.

     

    On the launch of the second edition of the brand campaign, Praveen Sinha, Founder and Managing Director, Jabong.com, said, “Post tasting success with the launch of ‘Be You’ campaign last season, our team decided to take the winning streak forward and give a different dimension to it in the second season. Jabong.com is constantly innovating to churn out something new for its customers; we let out a spark of individualism last season and we plan to sustain it with this TVC in its second inning. The TVC is very simple in terms of the message it plans to send out, chase yourself, not the word.”

     

    Created by Bang in the Middle, with different films, weaving different stories, this year’s plan is much grander and bolder. Instead of just telling people to follow their own star and break free, it shows the stories of people who dared to be themselves. Here, Jabong celebrates each type of special, every kind of different.

     

    Prathap Suthan

    Prathap Suthan, CCO, Bang in the Middle said, “Last year around when we launched the philosophy of ‘Be You’, we were pretty much convinced that it gave enough and more encouragement to young India to be proud of themselves and to go ahead and be what they wanted to be. Jabong being the one brand that would support and inspire them on their self discovery and conviction with the widest range of fashion. Ready with ideas to help express themselves across the days and nights of their journeys. The campaign was a balanced act of liberation, and pushed people to go beyond the shallow definition of fashion, and gave them the freedom to stand up and be themselves: beLeaders instead of followers. This time around, instead of a common philosophy, we are bringing to life stories of individuals, how they choose to live their lives and how they use their minds to create a niche for themselves. More importantly, these ads also surf the top of emerging social trends and try to present the changing faces of the country. Young India is a more confident, globally conscious, and empowered lot of people. And all you have to do is look around to find youngsters living life the way they want and successfully at that. Jabong is at the cusp of being the one positive pat on the back for these millions of dreamers and thinkers and doers who will do India prouder than ever.”

     

    This campaign is a mouthpiece for the youth that has risen above the herd and retained its true identity. Jabong, with these new ads, exemplifies what ‘Be You’ means. The TVC includes a 30 second couplet narrating the tale of a young couple in a live-in relationship, defying the societal customs and avowing to stay true to their individual beliefs. An additional 60 second film is shot for digital promotion encapsulating the dreams of young India and how they are pursuing their unique entities, away from the social orders. Two more commercials chronicling journeys of the protagonist follow as well this season.

     

  • In a bid to attract more young customers, online fashion retailers such as Jabong and Myntra are increasingly tying up with Bollywood celebs to launch exclusive lines

    Myntra stocks Mandira & KJO lines, Jabong gets Alia Bhatt

    By Tasmayee Laha Roy

     

    Online fashion retailers such as Jabong and Myntra are increasingly tying up with Bollywood celebrities to launch exclusive lines in a bid to attract more young consumers to shop for their garments on the internet.

     

    While Alia Bhatt has tied up with Jabong for her line ‘Alia Bhatt for Jabong’, Myntra — which launched Hrithik Roshan’s label HRX last year — now stocks Mandira Bedi’s sari collections as well as the Vero Moda Marquee, a limited edition collection designed by director Karan Johar in a tie-up with the European high-street fashion brand for women. Snapdeal has Shilpa Shetty Kundra’s jewellery line Satyug Gold.

     

    “Bollywood celebrities have always been considered as style icons and served as a muse for the high priests of fashion and most of these celebrities have a huge fan-following online. The same people who fall in the age group of 15-35 are also the ones who shop online. Thus to marry Bollywood and fashion online ensures success of the idea,” said Praveen Sinha, founder and MD at Jabong.

     

    Jabong officials said the site’s user base has shot up by 50,000 within a week of the launch of Alia Bhatt for Jabong this month. With ripped jeans, leather jackets and floral patterns, the collection makes a direct connect with Bhatt’s wardrobe in her popular films such as ‘Student of the Year’ and ‘2 States’. “Online shopping is the new rage…so this, according to me, was the best platform to launch my designs,” Bhatt said.

     

    Myntra has launched Farhan Akhtar’s Mard collection and Salman Khan’s Being Human, besides HRX. Roshan’s HRX has this month launched a range of active and women’s wear. “People love to dress up like their favourite stars and these initiatives have taken fans a step closer to their stars.

     

    Hrithik, for example, has been involved in every step of designing the outfits under his label,” said Ganesh Subramanian, COO at Myntra. He said Myntra plans to launch own labels of 4-5 leading Bollywood celebrities early next year. Karan Johar’s limited edition ‘Vero Moda Marquee’ collection, launched at the Myntra fashion week early this month, has proved a big hit.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The e-commerce firm's delivery person will come with wads of currency notes to instantly pay back customers whenever they want to return a packet

    Jabong ups ante, to launch instant refunds for cash-on-delivery returns

    By Rasul Bailay

     

    First, India’s fledgling ecommerce companies pioneered the concept of cash-on-delivery (COD) to woo markets. Now, Jabong.com is adding a new chapter to the COD process: its delivery person will come with wads of currency notes to instantly pay back customers whenever they want to return a packet.

     

    Late refunds irked COD buyers

    Starting this week, Jabong will begin giving COD customers in Delhi instant cash at their doorstep even as the delivery guys pick up return packets. In the coming months, Jabong plans to take this initiative across the country. It was the COD system that helped ecommerce companies gain major traction in a country dominated by traditional retailing values.

     

    But COD consumers started complaining that whenever they wanted to return a product, it often took them long to get their money back. “Customers started complaining that while they pay immediately for products, they had to wait for weeks for refund. They complained that it wasn’t fair,” says Vijay Ghadge, COO of logistics firm Gojavas, which will be managing the cash payments for Jabong.

     

    Gojavas has been testing its instant cash payment system – called GoRupiah – in Delhi for four months and now says it is ready to actually roll it out starting in the Capital. The company has already formed a reverse-logistics team of around 250. Gojavas says Jabong, after clearing a refund, will transfer money into a separate account of Gojavas and the delivery company will pay the consumer.

     

    Online retailers have pampered Indian consumers with initiatives such as COD and try-and-buy, among others, to gain business in a country fraught with challenges for the ecommerce industry. Currently, COD forms the lion’s share of ecommerce transactions.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Why online retailers like Jabong, Yepme, Myntra are roping in Bollywood stars as brand ambassadors

    Digital catches the Bollywood bug

     

    By Ishani Duttagupta

     

    From watches to sportswear to jewellery to apparel to even soap, the connection between Bollywood and fashion goes back a long way – perhaps more than 80 years back Leela Chitnis became beauty brand Lux’s first brand ambassador (followed by the likes of Madhubala, Nargis and Waheeda Rahman).

     

    Today, in the digital age, even as Lux persists with the starlet formula – its latest endorser is Deepika Padukone – there’s a relatively new segment of retailing that’s reaching out to the Bollywood brigade. A clutch of online retailers has signed up stars of the silver screen as brand ambassadors to sharpen their connect with potential customers. For instance, recently when online fashion brand Jabong launched a first of its kind event, the India Online Fashion week, it roped in actress Yami Gautam, who played the lead female role in Vicky Donor, as a brand ambassador for the event.

     

    Star Power

    Jabong is not the only online fashion brand that’s taking a trip down the Bollywood boulevard. Myntra, an e-commerce platform for fashion and lifestyle products that was recently acquired by another online retailer Flipkart, signed up actor Ranveer Singh to endorse its in-house contemporary jeanswear brand Roadster. LimeRoad, an online fashion brand that raised $15 million in a second round of funding in May, has inducted Neha Dhupia, who has several Bollywood hits to her credit, into its management team to help connect with social media-savvy customers.

     

    Then Yepme, an online fashion brand launched in 2011, has not just one but three Bollywood icons on board – while Bollywood strongman Sonu Sood endorses PlayCool, a line of sportswear and sports shoes, actress and model Esha Gupta, who is seen in the recently released flick Humshakals, is endorsing Yepme’s women’s wear line in a TV commercial; and filmmaker and actor Farhan Akhtar is not just brand ambassador but has also extended the association by writing and singing a song for a Yepme music video composed by musicians Ehsaan and Loy. Finally, Snapdeal, another online marketplace, recently signed on mint-new Bollywood star Pulkit Samrat as brand ambassador to be in sync with a young target audience.

     

    The online ambassadors appear to match the brands they endorse as well as the customers they address in their online savviness. “In a world where online shopping is fast catching up amongst the youth, it’s a matter of pride for me that I get to represent a brand most sought after for any fashion essential,” says Gautam explaining her role as celebrity mentor of the online fashion week event. She sees herself in the role of nurturing young talent among Jabong’s consumers and giving guidance as a fashion influencer.

     

    Explains brand consultant Harish Bijoor: “Brand ambassadors bring with them a very important item: their awareness scores with potential consumers of such fashion brands. Fashion offerings from online brands are at best generic in their identification and differentiation scores. It is these brand ambassadors that add a clear identity and differentiation.”

     

    Riding on the Net

    The internet has become the go to destination for fashion essentials, explains Praveen Sinha, cofounder and managing director of Jabong. “Bollywood plays a big role in shaping the fashion scene in India. Consumers today draw their sense of style and fashion from celebrities because there is a certain value attached to their judgement,” points out Sinha. He adds that for e-commerce sites, this outreach is not restricted to the metros but is even going to tier II and III cities where the demand and purchasing power were always there; the only hassle was that accessibility to fashion was restricted.

     

    “We at Jabong are giving access to these consumers to dress up like celebrities. Mainstream brand ambassadors give a certain level of authenticity to the brand and help weave a better connect with the target audience,” adds Mr Sinha.

     

    For Myntra, the choice of Ranveer Singh to endorse brand Roadster was driven by the current position of the brand in the market and the position that it aspires to achieve. Launched in December 2012, Roadster has become one of the top-selling brands on Myntra within a span 18 months, claims Vikas Ahuja, chief marketing officer, Myntra. “With this association, the brand will truly elevate itself beyond Myntra and become one of the most sought after labels for denims in the country,” he says.

     

    Myntra’s private labels, explains Mr Ahuja, play a significant role in creating differentiation, choice and value for shoppers, thereby contributing to making Myntra the preferred fashion destination of the country. Roadster products, for instance, are known for their combination of style and class and unparalleled quality, he points out. “Signing on Ranveer Singh, known for his power-packed and unconventional persona, is a sturdy step towards the evolution of the Roadster brand, which we intend to take to another level,” adds Ahuja.

     

    Similarly, Yepme too is becoming a far more widely known brand with its new celeb campaigns, according to Vivek Gaur, CEO, Yepme. “We believe in democratizing fashion and our audience base is a large one – people in their 20s and 30s who are interested in accessing the latest styles online, irrespective of geography. Bollywood is a source of inspiration and influence and the use of icons such as Farhan, Esha and Sonu will help highlight different ranges within the Yepme collection,” he says.

     

    Bollywood’s Appeal

    Well-known fashion designer Ravi Bajaj, too, agrees that roping in Bollywood stars is important for fashion brands – online and offline – in India to connect with the mass market. “For any fashion brand that has to reach out to the masses and sometimes even create a classy niche for itself in India, the focus has to be on movie stars. In fact, it’s not just the upcoming online fashion brands; sometimes even established and iconic luxury fashion brands need to rope in Bollywood stars,” he says.

     

    Endorsing online brands calls for a differentiated strategy, and to that extent endorsers have to accordingly calibrate their actions, explains Bijoor. “Online brand ambassadors need to be engineered to connect with consumers in a different manner than offline brand ambassadors. While offline brand ambassadors can get away by being macro and generic in their sway, online brand ambassadors need to be specific and focused.”

     

    Example: online offers scope for interactivity from a distance, something that LimeRoad is leveraging by having Neha Dhupia as a style director who engages with customers to help them shop for different products online based on their previous purchases. According to the company, so far roughly 10,000 women have created some 300,000 looks with Dhupia as the mentor. “She is not just a pretty face, she has a distinct fashion identity, dedication to make it big in life and a strong connect with social media-savvy customers. We are building a social discovery platform for making shopping a great experience and Neha brings this social media connect,” explains Suchi Mukherjee, CEO and cofounder, LimeRoad.

     

    For her part, Dhupia sees herself in a new role as a businesswoman and believes that LimeRoad is a breakthrough company. “Exclusive products being shown through beautiful user-generated scrapbooks [visual looks created with clothes, footwear and accessories] via live streaming on mobile is a one-of-a-kind concept in India. I want every girl/woman across the country to find a platform to express her own personal style,” she says.

     

    The fashion ecommerce space is a crowded one too with, at last count, at least a dozen online fashion brands slugging it out to connect with young consumers. Having a familiar, iconic and admired face endorsing it will clearly help in brand recall. “Bollywood celeb endorsements quickly provides a captive audience for the products sold online as people strive to wear or use something a celeb wears or endorses; they also help provide an instant credibility to the brand,” says Ashish Jhalani, founder, eTailing India, an e-commerce consultancy. As for fashion mongers, what’s in and what’s not is now theirs to know at the proverbial click of the mouse.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • BITM has already started the work on new Summer Campaign slated to be released soon

    Jabong goes for Bang in the Middle

    By A Correspondent

     

    Online fashion store Jabong has awarded its creative mandate to Bang in the Middle.

     

    With very ambitious growth plans and a desire to redefine the way India buys fashion, Bang in the Middle (BITM) would create a series of campaigns across offline and online medium to accelerate Brand Jabong’s journey to market leadership. BITM has already started the work on new Summer Campaign slated to be released soon.

     

    Prathap Suthan

    Commenting on the win, Prathap Suthan, Managing Partner and CCO, Bang in the Middle said “Jabong is truly a leader brand in the online fashion space, and we are delighted that they found merit in what we shared. More than anything else, there’s a warm, honest and wonderful chemistry in our relationship. I know Jabong is driven by people who know the e-com space inside out, and are open to latitude. I do know our experience will work quite efficiently, and I look forward to a stretch of brilliant and good looking days at work.”

     

    Arun Chandra Mohan, Founder & CEO, Jabong.com said, “We had a clear mandate for the creative pitch and BITM presented a differentiated strategy and a modern approach towards communication that stood out and matched our business focus. We will focus heavily on marketing in the coming years for the overall brand and we look forward to their participation in establishing Jabong as a leader in the industry and the most preferred online shopping fashion destination in India.”

     

    Bang in the Middle currently handles Zee News, Zee Business, Dulux Paints, Veen Waters, Alpha One Amritsar, Diva’ni, Vimal, Tupperware, Bhima Jewelers, Meridian Hotel Kochi among other brands, and has offices in Gurgaon, Kochi, Trivandrum, Kolkata, Chicago and New York

     

  • The IAMAI survey also indicated that Flipkart was the most frequented e-tailing site followed by ebay, Snapdeal and Jabong

    40% preferred COD in their online Diwali shopping: IAMAI

    By A Correspondent

     

    While credit card usage took precedence over cash in online shopping during Diwali 2013 as per a survey by the Internet and Mobile Association of India (IAMAI), the COD delivery is not insignificant at 40 percent giving an indicator of confidence levels over sharing vital credit card info online. The dipstick study conducted from October 30 to November 4 in 15 cities, to understand the online shopping trends during the festive week, finds that majority of the transactions took place through credit card, debit card or net banking. The survey finds that 59% of the respondents used credit card to shop online, while 28% used debit card, reflecting the maturing of consumer behaviour in urban markets. 40% of the respondents however, mentioned that they opted for cash on delivery as their payment mode. A total of 3480 responses were received to the survey.

     

    Source: IAMAI, 2013

     

    The survey also revealed that electronics and accessories topped the list of items for online shoppers during Diwali. 41% respondents said they purchased travel tickets online, while 39% said they purchased garments.

     

    Source: IAMAI, 2013

     

    29% of the respondents mentioned that they purchased products in the range of INR 3000 to INR 5000. Interestingly, 20% of the respondents said that they purchased goods worth more than INR 10,000 and above. A mere 5% said they purchased goods worth INR 100 to INR 500.

     

    According to the survey, Flipkart was the most frequented e-tailing site followed by ebay, Snapdeal and Jabong. Among the booking sites, IRCTC was the top followed by Bookmyshow, MakeMyTrip, Yatra and Cleartrip.

     

    Source: IAMAI, 2013

     

    According to the survey, 31% of online shoppers were from Delhi NCR followed by greater Mumbai with 22% respondents. Bangalore was third with 12% respondents.

     

    Source: IAMAI, 2013

     

  • In a multi agency pitch, Jabong.com has awarded its Media Mandates to Mindshare North.

    Mindshare wins media mandate for Jabong

    By A Correspondent

     

    Mindshare North has won the media consulting and deployment duties of Jabong.com, following a multi-agency pitch, which took place in Delhi.

     

    “We are aware that we need sustained communication, delivered creatively in order to become the single “go-to” destination in our customer’s mind, when thinking fashion and lifestyle. Therefore the priority was to align with agencies that would be able to deliver that promise. Mindshare was certainly a strong runner right from the start, and we have finally decided to go with them for media deployment advice,” commented Manu Kumar Jain, Managing Director, Jabong.com.

     

    Says Rahul Thappa – Client Leader for Mindshare North India, on the win, “This win underscores our understanding of the e-tailing market consumer which we as Mindshare have been evolving over the last couple of years. We’re quite excited and proud to have been entrusted with helping to grow Jabong.com’s business model in India using our consumer and media knowledge and we’re looking forward to a long and fruitful association with Jabong.com in the years to follow.”

     

    The pitch to Jabong.com was led by Saket Sinha, Partner – Client Leadership and his team at Mindshare. The team’s grasp of consumer insights in the space of e-tailing coupled with targeting recommendations based on information from both proprietary studies such as TGI and that from external industry research helped Jabong.com understand the India market a lot better and swung the decision in favour of Mindshare Delhi.