Percept/H bags the account of Shop CJ's Trendy Products

Percept/H, the advertising arm of Percept Limited with a 50:50 JV with Japan’s Hakuhodo Inc., has bagged the prestigious account of Shop CJ Network Private Limited. Percept/H has conceptualized and rolled out a TV campaign highlighting Shop CJ’s new product offerings associated with a trendy lifestyle and unveiled the brand’s new tagline – ‘Shop a New Trend’.

With home-shopping and e-commerce players currently swarming the Indian market with massive discount offers, the Korea based home shopping giant, Shop CJ, decided to take a completely different communication approach. The new and differentiating communication strategy was to offer a range of diverse products associated with a trendy lifestyle, with the ultimate objective to improve the standard of living and fashion quotient of people across the country. As a part of this mega rebranding initiative, the company hired Percept/H to conceptualize, create and launch its first TV commercial that conveys its new philosophy and brand identity.

Percept/H conceptualized and kicked off the TV campaign for the home shopping giant with a 30 second and 60 second TVC, directed by the national award winning director Pradeep Sarkar who made his directorial debut with the film Parineeta. The TVCs have commenced airing on various channels of Star Network from May 2015 onwards. The full 60 second TVC version is also available for viewers to watch on the YouTube Website. The film focuses on the company’s new philosophy and brand identity, and also highlights the name of the erstwhile Star CJ alive being changed to Shop CJ.

The new brand tagline unveiled in the TVC - ‘Shop a New Trend’, signifies Shop CJ’s trendy product offerings that are in sync with customers’ changing and dynamic lifestyles and keeping up with the latest trends in the global and pan India scenario. The TVC features real life testimonials of Shop CJ customers sharing their stories and proud moments with their Shop CJ’s products.

Said a visibly excited Pradeep Sarkar, “On reading the script I realized the enormity of the challenge as well as the opportunities that lay ahead in creating this TVC. On meeting the Shop CJ team I understood the enormity of their vision for India and that’s when I conceptualized the logo that helped to make the commercial endearing. The focus was to ensure that all communication was subtle and impactful without being over the top. Tradition has been beautifully blended with modern day aspiration, with the logo being subtly implanted in every frame, right from the housewife’s bindi to the gajar ka halwa. It was an amazing experience creating this commercial….a brand new idea of getting into peoples' lives, a breadth of fresh air. It was great!”

Kenny Shin, CEO, Shop CJ, said, “We are trying to change the overall perception of the home–shopping industry. Additionally, the TVC rebranding showcases our aim to bring ultra-trendy, durable, innovative, customer-friendly and cost-effective products to the customers.”

Donald Kwag, Head of Marketing, Shop CJ commented, “The television commercial aims to convey the company’s new philosophy and the name change. We are pushing it aggressively on social media as well.”

Commenting on the account win, Jiten Bhagat, Chief Operating Officer, Percept/H said, “It was a challenging mandate for us. The idea was to highlight Shop CJ’s brand new trendy product range as also strategically slice through the cluttered home shopping & e-commerce market to create an immediate impact with consumers. Communicating this new brand philosophy and name change has been capably managed by the talented Percept/H Creative team along with the magical touch of award winning director Pradeep Sarkar.”

Said Anurag Chhabra, Sr. Vice President and Branch Head, Percept/H – Mumbai, “The rebranding activity for a powerful and enduring brand like Shop CJ is always challenging.  We not only had to make sure that we broke through the clutter but also rebrand Shop CJ with a human spirit to make it authentic. We derived at positioning “Trendy” which has been portrayed it in our TVC in a very subtle way. We also focused on the Blossom (Mnemonic) which was placed very ingeniously in the TVC and will be playing a similar role across other media.”

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