MUMBAI: With new players entering the home shopping network fray, ad wars are bound to happen. At a time when consumers are spoilt for choice when it comes to the various platforms that are available for shopping, home-shopping channels like Den Snapdeal TV-Shop and Shop CJ (erstwhile Star CJ Alive) have launched their maiden bespoke marketing campaigns in a bid to grab the consumer’s ever wavering attention.
While Den Snapdeal TV-Shop chose to target television consumers who have limited access to internet and are non-internet savvy with its first marketing campaign, Shop CJ has taken the route of telling consumers to ‘shop a new trend,’ while highlighting the company’s product offer associated with trendy lifestyle.
Den Snapdeal TV-Shop ad campaign is titled ‘Kal Ki Wish Aaj Pao – Phone Uthao Khushiya Mangao.’ The idea behind the ad is that consumers who are non-internet savvy often miss out on great deals that brands offer across e-commerce portals. The marketing campaign, which is created by Adept Media, is being currently aired across channels in Punjab.
Plans are to also target consumers in markets like Karnataka, Maharashtra, Delhi, West Bengal and Gujarat via TV, print, outdoor, radio and social media.
On the other hand, as a part of rebranding initiative Shop CJ’s first TVC, which has been directed by Pradeep Sarkar, will not take the done and dusted route of offering deals and discounts to attract consumers. The differentiating strategy is to offer products associated with trendy lifestyle, which aims to improve the lifestyle of people by helping them shop a new trend. The TVC conveys the company’s new philosophy and brand identity. It also shows that the channel’s name change from Star CJ Alive to Shop CJ.
Den Snapdeal TV-Shop CEO Maneesh Goel said, “We’re all bargain hunters who have been taught to start saving up from a very young age. As kids, we were given pennies to be put in a piggy-bank or a gullak to save for the rainy days. With this simple and relatable plank, the integrated marketing campaign hopes to connect with our target audience in an entertaining and quirky way.”
Through this TVC, Den Snapdeal TV-Shop is trying to replace the Gullak and shop for presents to fulfill aspirations. “We are telling people to not postpone their happiness, but instead shop on Den Snapdeal TV-Shop and get the product they desire today,” he added.
Adept Media CEO Vandan Chopra said, “We wanted to ensure that the idea was geography agnostic and did this medium justice. The central theme of our campaign came from the simple insight that no matter how much we crave happiness, we usually end up postponing it with the hope to find a better deal in the future. ‘Don’t postpone your happiness, buy now’ addresses the main challenge of building the urgency of sales conversion which is the basic premise of the offering.”
Talking about the Shop CJ’s debut marketing campaign after the name change, Shop CJ CEO Kenny Shin said, “We are trying to change the overall perception of the home–shopping industry. Additionally, the TVC rebranding showcases our aim to bring ultra-trendy, durable, innovative, customer-friendly and cost-effective products to the customers.”
Shop CJ’s new brand tagline - ‘Shop a new trend,’ which is unveiled in the TVC, signifies the company’s product offering that are in synch with customers lifestyle and latest trend. The TVC features real life people sharing their story and proud moment with Shop CJ’s products.
Talking about directing the TVC for Shop CJ, Sarkar said, “Shop CJ had a beautiful vision and a new idea of getting into peoples' lives, a breath of fresh air. The objective was not to make it loud; instead we wanted to get into people's minds very subtly and that has made the commercial endearing. It was wonderful making the commercial or rather the story, not the TVC.”
Shop CJ’s film is conceptualized by Percept H. The 30 and 60-second versions of the commercial will air on various channels of Star Network from May 2015. A full 60 seconds version will be available to view on YouTube.
While Den Snapdeal TV-Shop is growing at a growth rate of around 50 per cent month-on-month, the channel is targeting to reach Rs 500 crore by December 2015 with a reach of 80 million households. The rise in disposable income of people in the tier-2 and tier-3 cities is further giving a boost to the category.
With the newest player in the business - Best Deal TV, which is co-owned by Raj Kundra and Akshay Kumar, poised to touch its first year's gross sales target of Rs 150 crore, the competition is only just heating up in the home shopping network space.
In a scenario like this, the marketing and promotional activities of home shopping channels will have to cut above the clutter as well as manage to lure customers in order to rake in the moolah.
