MUMBAI, INDIA — Indian online shopping destination JioMart has marked its foray into the competitive ecommerce arena with its new brand campaign, “Shopping Aisa, India Jaisa,” a high-decibel IPL release that positions the brand as India’s home-grown challenger to the big international names.
Tasked with the mission of bringing in the next billion customers into the world of ecommerce, creative agency L&K Saatchi and Saatchi has created a differentiated, ownable space for the JioMart brand. The campaign is based on the insight that shopping in India is more than just shopping, it’s a relationship between a shopkeeper and a customer. A warm, emotional idea distinct from the transactional advertising the category is known for. The campaign has been designed to appeal to both buyers and sellers and to do so in a way that is intrinsically Indian, inclusive, and authentic.
Kartik Smetacek, Jt NCD, L&K Saatchi and Saatchi, said, “It’s amazing how breakthrough strategy can reframe a category’s codes. The films infuse warmth and emotion into the world of e-com, which is usually thought of as cold and transactional. It’s exciting to partner JioMart as they carve out a powerful, differentiated identity within the category.”
Debarjyo Nandi, EVP, L&K Saatchi and Saatchi, said, “JioMart is probably the only ecommerce brand that can truly own India and Indian-ness and we have looked at some of the many truly Indian stories that exude Indian-ness, sentiment, and warmth of relationships.”
The campaign launches with a series of four films, each bringing alive a different aspect of the relationship and connecting it with a feature of the JioMart app. It rolls out across TV, digital, and print.
CREDITS:
Agency: L&K Saatchi & Saatchi
CEO: Paritosh Srivastava
Jt.NCD: Kartik Smetacek
Executive Creative Director: Trishay Kotwal
Creative Team: Avinash Jakhalekar, Smita Misra, Diwesh Dishu, Ajay Jadhao, Anand Vyas, Yogesh Tajane, Kushal Garde, Suresh Warekar, Akanksha Sinha, Mehek Ahuja
Chief Strategy Officer: Snehasis Bose
Strategic Planning: Neeraj Sharma, Rhea Jain
Executive Vice President: Debarjyo Nandi
Account Management: Madhavi Chinnabhandar, Avtar Negi, Seema Manoharan, Harshita Moolya
Head Of Films: Jignesh Maru
Executive Producer: Rahebar Sonawalla
Production House: Chrome Pictures
Director: Hemant Bhandari
Executive Producer: Abhishek Notani
DOP: Rajesh Nare
Music: Shubhajit Mukherjee
