No need to be Laat Saab Ki Aulaad to live like one says ShopClues

From its first campaign (Wholesale ka rate, tu kya lega seth) to the last one (Mall nahin market), ShopClues has been reinforcing the promise of good quality items at low prices. The latest campaign, conceptualised by Enormous, encourages middle-India to enjoy ‘Laat Saab’-like lifestyle, without burning a hole in their pockets.

Laat Saab is typically any person who is born and raised in a well-off family. Most of our target audience aspires a fancy lifestyle (like that of a Laat Saab). Therefore, we attempt to realise our mass’s aspirations by offering them luxury at affordable pricing.

The campaign’s TVC describes the story of a couple who boast about their lavish lifestyle. Clueless about the fancy manners of greeting their Canada returned aunty, the duo manages to keep their swagger intact. All thanks to their hi-fi clothing and home furnishings that they bought from ShopClues at extremely low rates. Adding to it, the sophisticated voice-over along with opera-like background score gives it just the perfect tone.

At the launch, Nitin Agarwal, AVP - Marketing, ShopClues, said, “Today, every Indian aspires to have a distinct style statement that sets them apart in their professional and social circles. With the only barrier being the cost of living, ShopClues is now making it possible to attain an evolved lifestyle while also being highly cost-efficient. With our existing consumers already availing these benefits that our marketplace brings, we hope to establish our brand relevance with new consumers through this promotional campaign.”

"Instead of taking a straight approach by telling these recent upgraders that now they can get low cost paraphernalia to rub shoulders with the privileged class, we decided to boost their confidence by telling them that they don’t need to know the hoity-toity rituals and mannerisms of this rich lifestyle to enjoy such a life.", says Ashish Khazanchi, Managing Partner, Enormous Brands.

The campaign uses TV, radio, OOH, Digital and Social Media Marketing along to propagate this liberating message. The entire collection is covered under ShopClues ‘100% Buyer Protection Program’ ensuring payment security, product guarantee, easy replacement and trusted merchants. The brand’s Hassle-Free Return Policy is another boost for shoppers as it enables them to shop with confidence. With easy, quick and convenient return & refund policies, ShopClues is trying to tap the market in its full potential.

Creative: Ashish Khazanchi, Abhishek Chaswal

Production house: Conversation Films 

Director: Kamlesh Soni