AdStrat: Celebrate DholDhamaka style

14 Jan,2013

Name of the Campaign/Ad: Life’s Celebrations Shop


The Brief: To communicate to an audience about, an online store catering to all party needs. Increase brand awareness.


Research insights: With a name that evokes the spirit of celebration, is a colorful customer centric company that provides party and celebration related solutions under one roof. The company established under the name Retail Pvt. Ltd is head quartered at New Delhi. Representing many colors of our lives the name signifies the company’s belief in celebrating all occasions through various sound, lighting and colorful decorations. Foraying into the Indian e-commerce arena in the year 2010, the company has served around 1500 cities across India. Well entrenched in the web domain has no physical store and currently operates through its online portal


The thought process behind the creative: The ad campaign revolves around problems faced by people while planning a party, which can be expensive, time consuming and troublesome at the same time. Moreover in an era when time has become a luxury, finding the right gifts and products in tune with the theme and finally the execution seems to be an uphill task. The TVC successfully places Dholdhamaka as the only solution provider which counters the problem effectively and makes any kind of celebration an unforgettable affair.


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Media vehicles chosen: TVC led and supported by digital media


Key issues kept in mind while executing the ad: The tagline “Life’s Celebrations Shop” expresses the company’s commitment to provide a bevy of products for celebrations to its customers anytime and in any corner of the country. The ad promises to deliver party products right at the doorstep of the consumer with no shipping or any kind of extra charges involved.


What is the differentiating factor about the ad? is India’s first and only online portal specializing in party and festivals needs and this is their first ever TVC. As part of forward thinking marketing campaign the company has further streamlined the project with various social media and web 2.0 platforms. Creating a dialogue with customers in the digital realm, the ad campaign will also go live on Youtube and create a buzz on facebook together with a flutter on twitter.


Client comment: Chandan Sharma, Founder, said, “In today’s fast paced and hectic times when life too seems to be running in the fast lane we wanted to create an ad that showcases the ease with which consumers can shop online. Embodying the spirit of celebration, the ad will surely strike a chord with those who love to have fun and throw parties but are always running short of time. While extending our connect with a wider audience the TVC successfully consolidates our place as the only dedicated online store specializing in all kind of celebrations and party needs.”


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