JioMart launches #OnPublicDemand campaign for its Grand Republic Sale

Reliance Retail’s JioMart brings in its first sale of the year for the Republic Day festivities with #OnPublicDemand campaign. Starting from 21^st January to 26^th January, Grand Republic Sale #OnPublicDemand will have some great deals and offers for customers, on products ranging from fashion & lifestyle, consumer electronics, home & kitchen to groceries.  

As part of Grand Republic Day sale, JioMart has launched two TVCs under the #OnPublicDemand campaign. Conceptualised by L&K Saatchi & Saatchi, the ad films play on the term ‘On Public Demand’ a phrase very closely associated to our republic nation. In our country, there’s always a debate around what the public wants. Through a parody, the TVCs connote that the one thing that remains constant for Indian public is the demand for savings and great deals. Thereby, featuring the offers available across categories on JioMart. 

The first TVCs opens to a concert where a rock star says he is ending his set with a song on ‘public demand’ but is soon interrupted and enlightened by a fan that it’s not a song that the public demands in life but instead some great deals and savings on shopping. The second TVC shows an activist student leader appealing and stirring the students to go against the institution and continue with the morcha as it is the public’s demand, just then a fellow student corrects him that it’s not the morcha that the public desires but some deals and savings like what’s on offer on JioMart.  

Apart from the two TVCs, JioMart has planned for an intensive 360-degree marketing campaign including all major mediums like TV, print, digital, social media, and impact properties. The Grand Republic Sale brings the best of the offers and discounts of up to 80% off across categories and some lucrative bank tie-ups.