L&K Saatchi & Saatchi India promotes JioMart’s e-commerce offering via new campaign
JioMart has joined the competitive e-commerce arena with its new brand campaign – Shopping Aisa, India Jaisa. The series of films released during the 2023 IPL season via L&K Saatchi & Saatchi India, positions the brand as India’s home-grown challenger to the big international names.
Tasked with the mission of bringing in the next billion customers into the world of e-commerce, L&K Saatchi & Saatchi has created a differentiated, ownable space for the JioMart brand. 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.
Kartik Smetacek, Jt NCD, L&K Saatchi & 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.”
Debarjyo Nandi, EVP, L&K Saatchi & 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.”
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. It rolls out across TV, digital and print.
