IndiaMart.com, the online marketplace, has rolled out a new brand campaign with the central message of ‘Kaam Yahin Banta Hai’. The ad film has been conceptualised by McCann Group.
The film was released on the portal’s official YouTube channel on 21 November, it launched on radio on 27 November and was aired on TV on 28 November.
The campaign looks to straddle print, TV, radio, outdoor and a digital mix of social media (Twitter, Facebook and YouTube). The ad has been to created to target the ‘new age buyer, who demands hassle-free buying, either to fulfill his business or personal requirements’, informed an official release.
The ad has been filmed at a location which seems to be a manufacturing house featuring actor Irrfan Khan. He talks about the ease with which he buys 100 quintals of fabric with just a few clicks. He describes the same ease for ordering furniture for office, buttons for shirts and also party hats for the manager’s birthday party. Just as he starts talking about buying threads, his boss appears looking like he means business. The boss informs that the ACs aren’t working and new ones should be ordered. Irrfan assures his boss that it will be done right away. The ad film ends with a voice over by the actor saying, ‘IndiaMart.com. Kaam yahin banta hai.’
Sumit Bedi, vice president – marketing, IndiaMart, said, “We are extremely thrilled to roll out our first multi-media campaign, which focuses on increasing the brand awareness for IndiaMart, and also aims at establishing a stronger connect with the buyers. According to a recent global research, businesses spend 52% of their time in identifying the right business partners. This is where IndiaMart comes into the picture. A move in this direction, the TVC seeks to highlight the fact that IndiaMart allows buyers to shorten the time they spend in doing the same and find genuine sellers with help of just a click.”
He added, “Our brand thought ‘Kaam yahin banta hai’ perfectly captures the essence of IndiaMart and how it has made possible for businesses to get their work done in no time. Irrfan has lent realism to our brand, with his extremely effective style of communicating messages, with which a common man is able to connect. Along with this, I am confident that the right blend of mass media channels would ensure that we reach out to all and clearly convey what we stand for.”
Aneesh Jaisinghani, ECD, McCann Group, said, “The campaign captures the USP of IndiaMart which is convenience – ease of buying. The TVC is targeted at the smart buyers who are looking for a much reliable, quick & effective solution for all their key buying requirements. It establishes the fact that IndiaMart is their first choice”.
Creative agency: McCann Group
National creative director: Prateek Bhardwaj
Executive creative director: Aneesh Jaisinghani
Creative director: Uddipta Borah
Assistant creative director: Pavitra Sharma
Junior copywriter: Anshul Nanda
General manager: Vishal Sharma
Brand leader: Vishal Kalra
Project manager: Mamtah Sabhrwal
Films head: Jeet Kalra
Production house: Handloom Picture Company
Director: Ram Subramanian
Producer: Ramya Rao
Cinematography: Kavin Jagtiani