MxMIndia

Tag: Radhika Ghai Aggarwal

  • Reinforces proposition of offering widest selection of products at lowest-possible wholesale rate

    Enormous Brands highlights USP of ShopClues through new campaign

    By A Correspondent

     

    ShopClues.com has launched its first-ever campaign that has been conceptualized and created by Enormous Brands. The TVC ably highlights the online retailer’s value proposition of being the ultimate destination for a wide variety of products available at wholesale rates.

     

    Having gained a firm foothold in the market in a short span of three years, ShopClues is counted among the top 5 marketplaces in India, and is now focusing on growth and differentiation in its offerings. The company recently unveiled its new logo to reflect its strong market position with 15 million monthly visitors, over 9 million products and more than 75,000 merchants on its platform. Its website and mobile app have been revamped to a savvier user interface and experience (UI/UX). ShopClues now aims to communicate its vision through a creative ad campaign.

     

    Radhika Ghai Aggarwal, Co-Founder, ShopClues.com, said, “We nurtured the brand by first establishing a formidable presence in India before unveiling our market position. In the current quarter, we are eyeing a significant milestone – the launch of our first-ever brand campaign which includes a revamp of our desktop and mobile sites, a rebranding exercise with a new logo and other assets, and a TVC supported by extensive ATL and digital initiatives. We hope to tap into new customer pools and diverse markets with our mass-media campaign, as well as further grow our merchant base.”

     

    The TVC has been created by Enormous Brands, led by ad-veteran Ashish Khazanchi. It shows a hawker on the street with an over-sized stack of goods on his head shouting, “Wholesale ka Rate….tu kya lega Seth”. A man from a balcony calls out to him, picks up a product from the stack and says, “Saara wholesale ka market… theek aapke ghar tak…ek cheez bhi lo toh wholesale rate pe.” As he says this, the ShopClues.com logo appears on the screen re-instating its positioning as the only e-retailer in India which delivers the widest range of offerings at wholesale rates regardless of whether a consumer orders one or many products.

     

    The TVC will be launched through a high-frequency build up media plan for about 4-6 weeks with a strong GEC presence, followed by music channels, Hindi news channels, movie channels and youth entertainment channels.

     

  • It is ready with a full-fledged branding and mass communication campaign to further its penetration and recall in broader geographies and demographics

    ShopClues.com unveils new media campaign

    By A Correspondent

     

    ShopClues.com has announced the launch of its end-to-end advertising and branding roadmap to gain higher recall in the Indian e-commerce segment. The brand has already carved a strong niche for itself in the Indian e-tailing space with over 65,000 merchants powering an extensive selection of 5.3 million products across 3000 listing categories. It is now ready with a full-fledged branding and mass communication campaign to further its penetration and recall in broader geographies and demographics. To achieve this objective, ShopClues.com has engaged partners across functions to lead its large-scale consumer engagement campaign.

     

    The e-commerce platform has partnered with agencies which have a history of creating memorable creative campaigns reflecting its vision of establishing itself as a preferred brand of the Indian masses. Enormous Brands, headed by advertising veteran, Ashish Khazanchi, has been appointed as its creative partner. The Public Relations mandate has been assigned to Value 360 Communications, headed by Kunal Kishore Sinha who has a tremendous track record of scaling up several start-up brands.

     

    Radhika Ghai Aggarwal, Co-Founder & CMO, said, “We observed early on that our country has millions of small merchants with interesting products and we Indians love to shop in local bazaars. This is the basic and defining essence of our product. At ShopClues, we’ve built properties like the Sunday Flea Market, Wholesale, Cash-Before-Delivery, Factory Outlet, keeping the orientation of our shoppers and their comfort zones in mind. We have an approach to merchandising which is unprecedented. Our build-up is focused on extensive unstructured products categories, offerings and unique cataloging.”

     

    Notably, ShopClues has spent less than US $10 million to reach the status of India’s 5th largest, while every other company in the top five list has spent an over ten times the amount.

     

    While ShopClues covers a broad range of products, prices, categories, brands, and sellers, it specialises in non-standard categories, unbranded products or less-known brands, smaller merchants, and tier II and tier III cities. In addition to strong traction and a very well-developed marketplace ecosystem, it also has an unmatchable cost advantage and rapidly improving fundamentals – the company is close to gross margin break-even and will be operating margin positive by March 2015.