ShopClues introduces ‘commute commerce’, announces 'Ghar Wapsi' sale

ShopClues.com has rolled out a TVC targeting the office crowd on their way back home in the evening. The promotion is for a sale branded as the 'Ghar Wapsi' sale, on everyday from 6 to 9 pm on the e-commerce portal's mobile app. The ad film has been conceptualised by Enormous. 

 

The film with employees across offices secretly eyeing the wall clock, waiting for it to strike six. Just as the clock hand strikes six, they make a run for the exit, including those in meetings with their seniors. The lifts get packed with people. The real rush is to acquire a seat in the bus so that they can benefit from the ‘Ghar Wapsi’ sale on their way home. A voice over announces surprise deals between the mentioned timings across electronics, fashion and home items.  

 

Radhika Aggarwal, co-founder and chief business officer, ShopClues.com, said, “Shopping on mobile while travelling back from work or ‘commute commerce’ as we like to call it, is an untouched market in the e-commerce industry. ShopClues has launched the new TVC to promote our special ‘GharWapsi’ sale which taps this highly popular purchase behaviour. The sale has been named ‘GharWapsi’ as this is a phrase that is colloquial as well as self-explanatory. With this sale and the TVC we aim to own the 6 to 9 pm slot and the concept of ‘commute commerce’ by offering our customers category-specific surprise offers that change every single day. We’re sure to get users hooked to the ShopClues ‘GharWapsi’ sale on their way back home!”

 

Ashish Khazanchi, managing partner, Enormous Brands, added, “ShopClues is a brand for the masses. Every TVC that we have worked on for them has revolved around creating an instant connect with viewers across the country. This endeavour was replicated with considerable ease this time as browsing through one’s phone during the post-work commute has become a kind of natural tendency in India. Our objective was to creatively convey to consumers that the ShopClues app is the only destination they should be checking out for incredible deals during their journey back home.”

 

Credits

 

Client: ShopClues.com

Creative agency: Enormous

Creative: Ashish Khazanchi, O R Radhakrishnan , Vighnesh Gangadharan , Neha Sukumar, Santosh Jekate, Savio Banerjee

Servicing: Ajay Verma, Bharat Gupta

Planning: Poonam Raichura

Production house: Thread Films

Director: Khamlesh Soni

Producer: Shraddha Singhvi