Ye Mall Nahi Hai Market Hai, says ShopClues.com

In its latest campaign #MallNahiMarket, the online marketplace urges consumers to give exorbitantly priced 'mall products' a skip and shop online instead

Today, most consumers go mall-hopping to pick up stuff required for their daily needs in order to avoid the hassle of visiting different shops. Malls works on the concept of organised retail and offer all kinds of products under the same roof which is quite convenient for shoppers.

But, it still doesn’t take away from the consumer’s woe of having to select the best product/best deal from among the several offerings at malls. Aimed at breaking this clutter, ShopClues, which claims to be India's first and largest managed marketplace, has come out with its latest 360-degree campaign #MallNahiMarket, created and conceptualised by Enormous Brands, to position the brand as ‘the one brand’ to which consumers can easily relate.

As part of its campaign, the brand has just released the first of its television commercials (TVC), with two more to follow soon. The TVC shows a rather happy Indian shopper who can be seen dancing to the tune of 'Yeh Mall Nahi Hai, Market Hai, Yeh Good for the Pocket Hai'. He’s excited to see the range of value-for-money offerings available on ShopClues.

It is through the happy shopper in the ad that the brand has tried to convey the message that people who buy stuff from ShopClues get the best bargains across a wide assortment of products while looking for a bazaar-like or a ‘marketplace’ experience, even as they shop on the online platform available on the ShopClues website and mobile app.

As part of the promotions, ShopClues, which is the co-presenting sponsor for the Asia Cup 2016, will be running its new brand campaign across all channels to maximise visibility.

Talking about the new brand campaign, Nitin Agarwal, associate vice-president, marketing, ShopClues, says, “Through the new ad campaign, our key endeavour is to reinstate ShopClues’ brand positioning as the ultimate marketplace for value-conscious shoppers. We want to emphasise on replicating the bazaar-like familiarity and experience on online and mobile platforms.”

According to Agarwal, customers can expect the biggest product range and price points on the platform that remind them of their favourite markets. “This is the USP of our brand and this is what we wish to drive home through our latest TVCs,” he says.

Ashish Khazanchi, managing partner, Enormous Brands, adds, “While shopping at a mall is a concept from the West, shopping at a market is a more culturally-rooted experience for most Indians. To cut through the clutter of online malls, ShopClues has always drawn a parallel to bazaar experiences that appeal to the masses. #MallNahiMarket aims to meet consumer expectations and does so in a relatable and colloquial tone and manner.”

ShopClues claims to be India’s real bazaar that brings the essence of local markets across the country, to an online platform. It was founded by Sandeep Aggarwal in July 2011 in Silicon Valley. The company, funded by leading institutional investors, is led by co-founders Sanjay Sethi and Radhika Aggarwal, and comprises a team of over 1,000 employees. With 3.5 crore listed products, and over 3.5 lakh registered merchants, ShopClues aims to provide the best online shopping experience to its customers – from offering a wide selection, low prices, ease of use, fast delivery, to the best customer service experience. ShopClues ships products to over 29,000 pin codes across India, and has thousands of online stores. An Indian subsidiary of Clues Network Inc., ShopClues is a US Corporation, based out of Gurgaon.