JioMart has marked its foray into the competitive e-commerce arena with its new brand campaign titled ‘Shopping Aisa, India Jaisa’.
Conceptualised by L&K Saatchi and Saatchi, the campaign is based on the insight that shopping in India is more than just shopping, it’s a relationship between a shopkeeper and a customer. The campaign has been designed to appeal to both buyers and sellers, and to do so in a way that is intrinsically Indian, inclusive and authentic.
The campaign launches with a series of 4 films, each bringing alive a different aspect of the relationship and connecting it with a feature of the JioMart app.
Watch the films here:
Kartik Smetacek, Jt NCD, L&K Saatchi and Saatchi, said, “It’s amazing how breakthrough strategy can reframe a category’s codes. The films infuse warmth and emotion into the world of e-com, which is usually thought of as cold and transactional. It’s exciting to partner JioMart as they carve out a powerful, differentiated identity within the category.”
Speaking on the launch, Debarjyo Nandi, EVP, L&K Saatchi and Saatchi, said, “JioMart is probably the only ecomm brand that can truly own India and Indian-ness and we have looked at some of the many truly Indian stories that exude Indian-ness, sentiment and warmth of relationships.”
