Creativeland Asia explores animation to spread shopping cheer in campaign for HomeShop18
In line with its ‘Shopping Makes Me Happy’ mantra, HomeShop18, India’s leading digital commerce platform, has launched its 360◦ brand campaign with the rollout of its TVC and a high voltage digital campaign. The TVC series explores the witty world of Sunny and Billy – two animated protagonists, who represent Homeshop18 and the joy of shopping that comes with it. The campaign conceptualized by Creativeland Asia aims to strike an instant connection with the viewers with its effective storyline, sheer simplicity, humor and captivating jingle – ‘Shopping Makes Me Happy.’ The social media and digital activation of the campaign spearheaded by Mindshift Interactive aims to target the ever growing internet population with its fascinating viral content that is both youthful as well as, has a cosmopolitan charm.
The 45-second HomeShop18 TVC released features Billy, the father cat and Sunny, the son cat, sitting across a table armed with their charm and persuasiveness. They get into a dialogue with the audience where they share the benefits of shopping on HomeShop18’s TV channel, website or mobile app. The cats inform about the various product categories and ease of shopping at India’s leading digital commerce platform, pretty much like a shop owner would, in a pleasant, witty and humble manner.
Speaking about the campaign, Vikrant Khanna, CMO, HomeShop18 said, “The brand campaign reflects HomeShop18’s ideology of ‘Shopping makes me happy.’ This is not just a tagline but a universal insight that resonates with people across the world. At HomeShop18, we believe that we are best poised to appropriate this position since we are the only ones that offer shopping via our 3 digital commerce platforms of TV, web & mobile app – each aligned to a relevant consumer segment in the Indian market. The correlation between shopping and happiness is simple; the customers can buy the best products at the best price across any of HomeShop18’s on various multi screens. We used animated cats as a creative device as they were not just clutter breaking, but also very loveable and that helped us package the brand message in a charming way.”
“Along with TV, the two month campaign is all set to extend on Print, Radio, and Social Media such as Facebook, Twitter, YouTube, LinkedIn and Pinterest. HomeShop18 has innovated with its campaign spread by being the first Indian brand to use Whatsapp to reach out to its customers through viral posts and videos. The company has also created a micro-site (www.shoppingmakesmehappy.com) for engagement with its customers as well as, latest on Billy and Sunny. We are confident that this commercial will differentiate us from the already busy digital commerce market,” added Khanna.
Commenting on the campaign, Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, said, “Our understanding of the category told us that the core idea of ‘Shopping makes me happy’ is one of those truisms you can’t disagree with. Shopping in the past was about buying necessities. Today, shopping has become a stress-busting, mind-opening and a mood-uplifting recreational activity.”
Raj adds further on the TVC, “Remote shopping is at the cusp of becoming mainstream in India. Since this category deals with a lot of information decimation, we had to find engaging characters to deliver it. Cats are famous on the internet. Cat videos are the most watched and viral videos on the internet. So we decided to go with two cats, a father and son duo to star in our commercials that represent different generations of shoppers across TV and the internet. We have created multiple engaging films where the father cat and son cat sit and woo audiences with the skill and wit of traditional Indian shopkeepers.”
HomeShop18’s TVC campaign has been designed and filmed in Photo-real Animation technique with finishing touches given by UPP in Prague. The company has provided animation to popular Hollywood movies like Wolverine, SALT, etc.
Credits – Creative Chairman: Sajan Raj Kurup Executive Creative Director: Anu Joseph. Creative Directors : Ravi Shanker, Rajat Dawar. Copywriters : Sajan Raj Kurup, Rajat Dawar, Ravi Shanker. Creative Partners: Deepak Jage, Riti Hamlai. Illustrator: Sanjay Pandav. Planning: Priyanka Kurup. Client Servicing : Harshad Lad, Shreyashi Pandit. Director: Ram Madhvani. Production Co.: Equinox Films. Director of Photography: Pushpan Kripalani. Animations: UPP, Prague.