ShopClues wins Silver Awards at The Effies 2015

ShopClues, India’s first and largest managed marketplace has bagged two prestigious awards at The Effies 2015. The most coveted advertising awards organised by The Advertising Club, Mumbai, felicitated ShopClues with the Silver award in the retail and in the David vs Goliath category for its Ghar Wapsi campaign. The campaign was conceptualised and created by Enormous Brands for ShopClues. The award ceremony was held in Mumbai on January 27, 2016.

In the retail category, ShopClues has managed to stand out and surpass many of its peers in the realm of e-commerce. The awards reinstate ShopClues’ focus on reaching out to and engaging with the masses most effectively. The Ghar Wapsi campaign pioneered the concept of ‘commute commerce in India’. It offered an exclusive sale for consumers who like to shop on their mobile phones on their way home during the rush hour between 6-9 PM in the evening. The ad campaign around this concept ably encapsulated the excitement that ‘commute commerce’ infuses in the mundane travel from work to home. The core proposition of the campaign was captured in its tagline: ‘Har roz hamare app pe, surprising evening deals.’ The campaign was named ‘Ghar Wapsi’ as this is a phrase that is colloquial as well as self-explanatory.

Speaking on the awards, Radhika Aggarwal, Co-Founder & Chief Business Officer, ShopClues, said, “We are thrilled at the felicitation received from one of the most prestigious advertising awards in the country. The Ghar Wapsi campaign was one of our most innovative initiatives this year and we are pleased to see that industry doyens have appreciated its appeal. We would also like to congratulate Enormous Brands for doing a fabulous job and executing our creative vision to the letter with the TVC.”

“The Effie awards are special because they celebrate brands who effectively change the landscape of marketing. ShopClues saw something that everyone else missed- the fact that commuters returning home from work between 6 to 9pm spent a lot of time thumbing through e-commerce websites. That’s how we came up with the Ghar Wapsi sale, and introduced commute-commerce to the industry. Our challenge was to own this space before competition jumped on the bandwagon. With our campaign, we made sure that we seized the initiative.” Said Ashish Kazanchi, Managing Partner, Enormous Brands.

 One of the most widely celebrated and followed award ceremonies in the Indian advertising industry, The Effies registered participation from 57 agencies with 603 entries this year. These entries were adjudged by a strong panel of representatives from brands and advertising agencies. The jury included 285 members that scrutinised each and every entry to identify the best and most worthy campaigns.