#JaisaChahiyeWaisaPaaiye: IndiaMART’s new ad makes a case for its customised wares

Online marketplace IndiaMART has unveiled its newest campaign. The digital-led film aims to highlight the portal’s unique value proposition of offering customized products to its buyers. Bang In The Middle, IndiaMART’s AoR has created the film.

Sumit Bedi, vice president – marketing, IndiaMART said, “In the clutter of marketplaces, IndiaMART is the only one offering customized products as per the buyer’s need. Whether it is furniture for your office or handicrafts for home decor or machinery for your factory, we can fulfill any demand because of a strong base of more than 25 Lakh sellers. We keep hearing from our buyers about how IndiaMART helps them get products tailored according to their needs and not just run-of-the-mill products. And that is what inspired us to roll out this #JaisaChahiyeWaisaPaaiye campaign.”

Titled ‘Jaisa chahiye, waisa paaiye’, the tongue-in-cheek film depicts a hunt for an ‘exotic’ elephant to emphasise how consumers no longer seek only the easily available option in the market. Using humour and curiosity to strike a chord with the audience, the ad aims at showing the e-marketplace’s ability to tap into the inexhaustible possibilities of a buyer’s demands.

Watch the ad here:
[youtube https://www.youtube.com/watch?v=Bu1hALiKXB4]
Naresh Gupta, chief strategy officer and managing partner, Bang in the Middle said, “IndiaMART is not the usual brand. It’s a pioneer and thought leader. It is the definitive place where the small business owners come searching for growth and profitability. As a brand, IndiaMART has to build its expertise with the small business owners, and yet come across as a warm and friendly place which powers millions of small businesses across the country. We have ensured that the market sees value in differentiated offerings of the brand”.

Added Anirban Sen, executive creative director, Bang in the Middle, “For us, the goal was to create a campaign where the extensive advantages offered by the brand gets highlighted without dehumanising its image. We have portrayed the benefits of choosing IndiaMART while creating a fun and quirky image, which is synonymous with the brand.”

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