unveils new media campaign

01 Aug,2014

By A Correspondent has announced the launch of its end-to-end advertising and branding roadmap to gain higher recall in the Indian e-commerce segment. The brand has already carved a strong niche for itself in the Indian e-tailing space with over 65,000 merchants powering an extensive selection of 5.3 million products across 3000 listing categories. It is now ready with a full-fledged branding and mass communication campaign to further its penetration and recall in broader geographies and demographics. To achieve this objective, has engaged partners across functions to lead its large-scale consumer engagement campaign.


The e-commerce platform has partnered with agencies which have a history of creating memorable creative campaigns reflecting its vision of establishing itself as a preferred brand of the Indian masses. Enormous Brands, headed by advertising veteran, Ashish Khazanchi, has been appointed as its creative partner. The Public Relations mandate has been assigned to Value 360 Communications, headed by Kunal Kishore Sinha who has a tremendous track record of scaling up several start-up brands.


Radhika Ghai Aggarwal, Co-Founder & CMO, said, “We observed early on that our country has millions of small merchants with interesting products and we Indians love to shop in local bazaars. This is the basic and defining essence of our product. At ShopClues, we’ve built properties like the Sunday Flea Market, Wholesale, Cash-Before-Delivery, Factory Outlet, keeping the orientation of our shoppers and their comfort zones in mind. We have an approach to merchandising which is unprecedented. Our build-up is focused on extensive unstructured products categories, offerings and unique cataloging.”


Notably, ShopClues has spent less than US $10 million to reach the status of India’s 5th largest, while every other company in the top five list has spent an over ten times the amount.


While ShopClues covers a broad range of products, prices, categories, brands, and sellers, it specialises in non-standard categories, unbranded products or less-known brands, smaller merchants, and tier II and tier III cities. In addition to strong traction and a very well-developed marketplace ecosystem, it also has an unmatchable cost advantage and rapidly improving fundamentals – the company is close to gross margin break-even and will be operating margin positive by March 2015.


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