GadgetsGuru.com awards creative mandate to Thought Bubbles

Heading into mass above the line advertising for the first time, the online technology retailer looks at ad spends of about Rs 30 crore over the next two years.

Online technology retailer GadgetsGuru.com has appointed Mumbai-based Thought Bubbles as its creative partner, while the media mandate has been awarded to Deadline Advertising. The website has earmarked ad spends of over Rs 30 crore spread across the next two years.

Manoj Motiani, founder and chief creative, Thought Bubbles, says, "For Thought Bubbles to win the creative duties of GadgetsGuru.com is a great start to the year. Gadgets are fun, and we are buzzing with ideas to be done across the year on this business."

Arun Kapur, founder and chief executive officer, GadgetsGuru.com, says, "We chose Thought Bubbles because of the impressive work that was presented to us. There was simplicity. It was casual, yet there was a sense of boldness and sophistication. Moreover, we also enjoyed a good camaraderie with Motiani."

Betting on the increasing significance of e-commerce, GadgetsGuru has aggressive plans for its upcoming campaign.

"The launch campaign has a fun take on buyers. We are building the story around an interesting insight to push the masses to check out GadgetsGuru.com as the place to buy from. It has super deals, hot tips, product reviews, and community discussions on almost each and every gadget. The single-minded thought is to highlight the website as the new, irresistible place everyone is buying from," says Motiani.

Raju Raut, chief executive officer, Deadline Advertising, adds that besides the television commercial that will break later this month across news, movies, and sports channels, there are tie-ups with Radio Mirchi and Radio City for radio promotions, and with PVR and Cinemax for promotions through multiplexes.

He adds that there will be extensive print and digital promotions as well.

GadgetsGuru is also the associate sponsor for the upcoming Zee Cine Awards.

"Our biggest advantage is the Indian population and the spending capacity of the people in the age group of 24-40 years. The internet continues to grow and there is a lot more buying happening online than ever before. Our strategy was to beat the consumers' mindset to touch and feel everything they buy. And, the new campaign will attack that very idea," says Raut.

Founded in 2004, GagdetsGuru sells more than 10,000 products, including mobile phones, digital cameras, laptops, car accessories, security gadgets, and home appliances.