Sideways launches multi-starrer campaign for Meesho’s Mega Blockbuster Sale
Meesho has announced their biggest sale of the year, the Mega Blockbuster Sale: ‘Saal ke Sabse Kam Daam’ from September 23 to 27, through a star-studded campaign conceptualised by Sideways.
While other e-commerce players have used this festive occasion to cater to the ‘new age and big-brand at discount’ seeking consumers, mostly from Urban India, Meesho, with the ambition to democratise internet commerce, is inviting the value-conscious shoppers and ambitious sellers from all parts of the country to buy and sell on Meesho.
The ‘Mega Blockbuster Sale’ campaign aims to establish Meesho as India’s biggest marketplace, one that provides access to all ‘local and neighbourhood’ markets of India at lowest prices, for both the seller and consumer. The campaign has been devised to address the key barrier in adoption of ecommerce by mass India - a sense of distance and 'not-for-me' feeling.
To establish the biggest marketplace proposition & their biggest sale event, the Mega Blockbuster campaign features mega stars from across the country; Ranveer Singh, Deepika Padukone, Rohit Sharma, Rashmika Mandanna, Kapil Sharma, Trisha Krishnan, Karthi Sivakumar, Ram Charan and Sourav Ganguly play local marketplace sellers. With products available across categories beyond just fashion & beauty, the campaign strategically uses celebrities to introduce the multi-category selection from home decor, furnishing, wearables, and all the things that consumers will be looking to buy this festival season.
This ambition and vision have been brought to life by the campaign’s light-hearted films that encapsulate the nuances of a physical market with a host of 9 celebrities. Packed with a total of 12 films, shot in Hindi, Tamil, Telugu, and Bengali and further amplified in other regional languages, it ensures that the message reaches all corners of the country.
Here’s what Nilay Moonje and Sameer Sojwal, Executive Creative Directors and Creative Heads, Sideways, had to say about the idea behind the campaign;
Nilay Moonje, “We needed an idea that could easily connect with shoppers who love shopping in their local market. We were aware that our starting point couldn’t be the online or eCommerce ecosystem. It had to come from what felt familiar. So, when we thought, ‘What if Meesho was actually a market?’, the whole idea just smoothly emerged out of it.”
Sameer Sojwal adds, “Once we arrived at the idea, we didn’t really have to worry about what to do with the celebrities. They became an integral part of the idea. What better than having the most familiar faces as shopkeepers, selling you your most wanted products, that too in the most entertaining way? When you see the ads, you’ll see how each celeb has done an incredible job bringing alive the Meesho market.”
Vishwajeet Sinha, Head of Brand Communications, Meesho adds, “We were launching a new annual festival sale IP- ‘Mega Blockbuster Sale’ with the ‘Marketplace’ proposition. It was to be amplified by the presence of 9 Megastars from the Film & Cricketing community of India. We were looking for an idea that could tie all three points in a seamless manner and remain relevant & exciting for our users. Using celebs as ‘Sellers’ was a master stroke as it is first of its kind in e-Commerce advertising and celebrates Meesho's marketplace ecosystem of Buyers & Sellers.”