Pivoted toward positioning IndiaMART as the one-stop shop for all buyers, the online marketplace has announced the next phase of its brand campaign on an integrated platform – combining TV, online display and social media. Conceptualised by McCann Worldgroup, the campaign takes a lead on IndiaMART’s core motto, ‘Kaam Yahin Banta Hai’, looking to fulfill specific requirements of buyers through their mobile platform.
The TVCs showcase brand ambassador Irrfan Khan specifying the unique requirements of a buyer which are gratified at IndiaMART. The ad iterates that IndiaMART caters to every buyer’s need of sourcing a variety of products across multiple categories ranging from furnishings, handicrafts, jewellery, fashion accessories, sports goods, etc. The campaign holistically highlights how IndiaMART mobile platform (mobile site and app) is conveniently designed for the buyers, who can now easily check the seller listings and contact sellers using their mobile phones anytime and from anywhere.
According to Sumit Bedi, Vice-President – Marketing, IndiaMART, “There is no denying the fact that proliferation of smartphones has greatly influenced consumer buying behaviour. With 41 per cent of the overall e-commerce transactions in the country being conducted via mobile phones, the medium offers an immense potential. Over the last few years, IndiaMART has dedicatedly focused on strengthening its mobile offering (m.indiamart.com and mobile app), which has led to an increased productivity for our users. We see relatively higher engagement on our mobile platform versus desktop. Thus, with this campaign, we wish to encourage users to download the IndiaMART app or log on to our mobile site through their mobile phones for all their buying needs, even while they are on the move.”
Aneesh Jaisinghani, Executive Creative Director, McCann Worldgroup, added here, “After the success of IndiaMART’s ‘Kaam Yahin Banta Hai’ campaign, the next step was to promote the mobile platform. The business objective was to promote the IndiaMART app as a one-stop shop for all the buying requirements of businesses. The app is convenient and easy to use with a neat user interface, helping buyers to connect with a large number of sellers on-the-go. To make sure that we also reach out to as many people as possible, we also provided a toll free number to address the mass populi.”