ShopClues.com is an online marketplace headquartered in India with over 12,000 merchants selling 200,000 products to 42 million visitors annually. The company hired Enormous as its creative agency to develop a new branding campaign called #MallNahiMarket that depicts virtual street markets to position ShopClues as a mass brand that provides the experience of shopping in typical Indian street markets with competitive prices. The campaign includes television commercials showing a shopper dancing to the jingle "yeh mall nahi hai, market hai, yeh good for the pocket hai" to convey ShopClues' target market of bargain hunters.

1. ShopClues.com
Introduction:
ShopClues.com is an online marketplace, headquartered in Gurgaon, India. The company was
founded in California's Silicon Valley in 2011.It has over 12,000 registered merchants retail
2,00,000+ products on the platform to over 42 million visitors every year across 9500
locations in the country.
The e-commerce company is incorporated in Delaware.
ShopClues joined as 35th entrant in the Indian e-commerce in 2011. The company employs
about 700 people across different locations.
Agency behind the Ad:
ShopClues.com has roped in creative, media and PR partners. The e-commerce site's creative
duties will be handled by Enormous, while Exposure will handle media duties and
Value360 Communications will manage the public relations.
The company has appointed Enormous as its creative agency following a multi-agency pitch.
The other agencies that made presentations were ITSA and Ogilvy & Mather.
ShopClues breaks out of clutter with its new #MallNahiMarket commercials
Created by Enormous Brands, the series of three new television commercials, ‘Yeh Mall
Nahi Hai, Market Hai, Yeh Good for the Pocket Hai’ depict virtual street bazaars

2. Segmentation:
ShopClues has launched quirky brand campaign #MallNahiMarket, to woo shoppers online.
The campaign tries to break out of the stereotype of the shopping- at – a – mall experience
that e-commerce websites offer. It focuses instead on its wares being “good on the pocket”.
The television commercials, with tag lines like #MallNahiMarket and #GoodOnPocket, try
to break out of the clutter in the realm of e-commerce, in which all rivals offer a value-for-
money shopping experience. While most other websites in the chaotic ecommerce space,
offer the experience of shopping at a mall with the advantage of lower prices thrown in,
ShopClues has tried to be different. The brand has tried to create a campaign its consumers
could relate to.
Positioning:
#MallNahiMarket is a media campaign that reinforces ShopClues’ market positioning as a
mass brand. The campaign conveys to shoppers that the e-commerce website offered the
experience of a typical street market in India, where the assortment of wares was wide, but
prices were competitive. ShopClues’ latest television commercial (TVC) depicts a happy
Indian shopper dancing to the tune of the jingle, “yeh mall nahi hai, market hai, yeh good for
the pocket hai.”
This happy-go-lucky character, celebrating bargains at ShopClues, represents the company’s
target consumers, the bargain-hunters, who love a bazaar-like experience. The message
attempts to strike a chord with ShopClues’ consumers, who bank on great pricing across the
website and mobile app. The TVC illustrates that the ShopClues’ app was perfectly poised
to give customers the most authentic market experience online, reiterating the message with
the slogan – “Market in your Pocket”.
ShopClues plans to roll out three TVCs for its leading categories of merchandise, namely
fashion, home and kitchen appliances and electronics. These fun-to-watch ad films have
been created and conceptualized by the Mumbai-based agency, ‘Enormous Brands.’
ShopClues is the co-presenting sponsor for the Asia Cup 2016 and will be running its new
brand campaign across all channels to maximize visibility.
Talking of the new brand campaign, Nitin Agarwal, AVP – Marketing, ShopClues, said,
“Through the new ad campaign, our key endeavour is to reinstate ShopClues’ brand
positioning as the ultimate marketplace for the value-conscious shoppers. We want to
emphasize on replicating the bazaar-like familiarity and experience on online and mobile
platforms. On our platform customers can expect the biggest product range and price points
that remind them of their favourite markets. This USP of our brand is what we wish to drive
home through our latest TVCs.”

3. Targeting:
Ashish Khazanchi, Managing Partner of Enormous Brand-
While shopping at a mall is a concept from the west, shopping at a market is a more
culturally-rooted experience for most Indians. To cut through the clutter of online malls,
ShopClues has always drawn a parallel to bazaar experiences that appeal to the masses.
#MallNahiMarket aims to meet consumer expectations and does so in a relatable and
colloquial tone and manner. This campaign is all about getting more reach to the
customers and takes all the customers in confidence of the company and also increases
the popularity of its products or brand in people.
Why I choose this ad?
Frankly speaking, there is no proper reason why I choose this advertisement.
 I found this ad very fascinating, I like the tag line of this advertisement ‘Yeh Mall
Nahi Hai, Market Hai, Yeh Good for the Pocket Hai’ and #MallNahiMarket very
much, this tag line is very easy to remember,
 The sound of jingles is also very fascinating.
 Dance of the man is also very good, more than the advertisement, I liked the dance of
the man who is dancing in the ad and he is dancing with a lot of confidence this is
also very eye catching.
 This ad campaign is made to attract Indian customers and the words used in the song
is also Hindi thus it is easier for people to understand.
 In the end, ads are generally made to attract or get all the customers attached to
your company or brand and this one is properly doing it.