No fakes, just the real deal – promises in new campaign

11 Jan,2016

By A Correspondent


J. Walter Thompson has unveiled a proactive digital campaign for its client The campaign titled ‘Get Real’ assures clients of getting genuine products and encourages people to buy real brands.


Released at a time when the entire country has been engaging in shopping online during the festive season, the 5 ad YouTube campaign that is addressed to both online buyers and sellers, aims to weed out fake products from the online e-commerce ecosystem in India.


All five films have been directed by Sundeep Sehgal, Sr. Creative Director, J. Walter Thompson Delhi. Talking of this first of its kind anti-fake initiative, Sundeep says, “We wanted to tell people that buying fakes is the most ludicrous thing to do. Fakes are inferior in quality. They don’t come with guarantees.  And of course, there’s no return policy. In other words, fakes are like bad jokes.”


“We juxtaposed the idea with the observation- fake products have a very slight spelling change from the originals and deliberately created those ‘bad jokes’. The response from the online community was very positive. In fact, people started sending us their bad jokes which we converted into social media posts and posters,” he added.


Fakes have spawned some hilarious pop culture and memes on funny fakes – Dolce & Banana, Crocodile brand, etc. There are memes on how to pronounce foreign brand correctly, childhood jokes on alternative meanings and insinuations of brand names. All this created fodder for a creative campaign that uses the allegory of bad jokes to egg on a mass consumer rejection of fakes in the category, to set the standard in quality, with an engaging and dedicated digital campaign.


Manav Sethi, group CMO & head, digital strategy, Askmebazaar, says, “The Indian luxury counterfeit market is approximately worth Rs. 2,500 crore, accounting to 5-6 per cent of the total luxury market of the country. With this campaign, we aim to send a robust message to our customers that Askmebazaar is committed to upholding the standards and reliability of products, and our high-quality, customer-focused reputation.”


The campaign was created to set the standard in authenticity via genuine branded goods, a new narrative for a brand-conscious Indian audience, and a unique promise of no fake– a first for the giant e-com business in India.


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