Shopsy by Flipkart, Bharat’sfastest growing hyper-value e-commerce platform, today launched its new campaign with Sara Ali Khan as its brand ambassador. The campaign brings to light the platform’s affordable pricing and the expansive product range curatedespecially for customers seeking value. The TVC is built on the insight that in Indian families, parents get annoyed when their children spend a lot of money on shopping. This campaign breaks the myth by showing how online shopping on Shopsy is very affordable and can actually give you better value across multiple categories such as Kurtis, Sarees, Watches and Home Products. By casting Sara Ali Khan as the protagonist, the campaign aims to bolster Shopsy’s positioning as a value-driven shopping destination for the consumers of Bharat.
Created and conceptualized by Leo Burnett Orchard, the campaign features an ad film that showcases the interactions related to online shopping that family members engage in, something that most Indians relate to.
Commenting on the campaign, Adarsh Menon, Senior Vice President & Head – New Businesses, Flipkart, said, “At Shopsy, it is our constant endeavor to offer a shopping experience that blends affordable pricing, wide selection and pan-India availability with the latest trends and evolving needs of the consumer. Leveraging this deep understanding of our customers’ needs, ‘Aaj Shopsy Kiya Kya’ campaign is a recreation of a real-life scenario where the families of Shopsy’scustomers are astounded to learn about the kind of vast selection in multiple product categories and low prices of the products available on the platform.”
Expressing her excitement on partnering with the new campaign, Sara Ali Khan said, “Shopsy’s TVCs have a personal touch that resonates with every Indian household. I am delighted to partner with Shopsy again, and to bring them closer to their vision of providing a value-shopping experience to the Indian customer, through an engaging and relatable TVC. The ‘Aaj Shopsy Kiya Kya?’ campaign hits all the right notes by incorporating everyday conversations that resonate with Indian families. After watching this TVC, I am sure that the viewers will be excited to explore the wide range of products that the Shopsyapp offers.”
The film begins with a typical scenario at breakfast time in a middle class home where Sara’s father is seated by the dining table accompanied by her mother, both having stern, worried expressions on their faces. Her brother is getting ready for school just as Sara walks in onto the scene. An air of tension lurks in as her father furiously questions her about yet another kurti delivery and where it came from to which she promptly responds saying, “It costs just Rs.25.” Her mother with three kurtis in her hand – Lucknowi, Anarkali and Jaipuri chimes in and sarcastically asks if each of these really cost that low. Sara assertively reassures them that these were all inexpensive. Her little brother encourages the father to also enquire about the watch that had arrived. Her father asks her where it came from. Sara nonchalantly responds – “Shopsy”. The brother, seeming doubtful of the reply, says it was sent by her boyfriend. After which, Sara reassures the family that it was indeed Shopsywhere she bought the products from. She takes out her phone and scrolls through the app to show how everything like clothing, footwear, utensils and home decor are available for attractive prices on the app.
Over the past six months, regions in the South and West have shown 1.8X growth in the units sold on the platform, with tier 2 and tier 3 cities attributing to 70% of the overall figures. Shopsyhas also expanded its presence in new tier 2 cities and beyond such as Ukhrul (Manipur), Resubelpara (Meghalaya), Pratapnagar (Uttarakhand), Daporijo (Arunachal Pradesh), unlocking the potential of digital commerce for the under-served consumers.