ShopClues ‘Ghar Wapsi’ campaign ‘gets home’ a Gold from the APAC Effie Awards 2016!
In a massive achievement, ShopClues, India’s first and largest fully managed marketplace has bagged the Gold Award at the APAC Effie Awards 2016 in the David vs. Goliath category for its ‘Ghar Wapsi’ campaign. Ranked amongst the world’s most coveted and respected international accolades in the field of marketing and communications, the APAC Effie Awards underline ShopClues’ incisive understanding of the Indian shopper. With the ‘Ghar Wapsi’ campaign, conceptualised and created by Enormous Brands, ShopClues pioneered the concept of commute commerce in India and made the mundane travel of office-goers more enjoyable and productive. The campaign was a result of intense observation of the purchase patterns of app-inclined consumers whom ShopClues was targetting. It was also a play on Indian consumers’ culturally ingrained behaviour of shopping at local and street-side bazaars on the way back home from work.
It won the top award at the APAC Effie Awards 2016 for its creative packaging of the concept and its impactful execution. The event was held on 21st April 2016 at a gala event at Intercontinental, Singapore. Adding further to the glory of the win is the fact that the APAC Effies have created a video-based case study on the campaign and how effectively it touched a chord with ShopClues’ target market.
The ShopClues’ Ghar Wapsi campaign offered an exclusive sale for consumers who like to shop on their mobile phones on their way home during the rush hour between 6-8 PM in the evening. The core proposition of the campaign was captured in its tagline: ‘Har roz hamare app pe, surprising evening deals.’ ShopClues has already won a string of laurels for this campaign, including the Silver award in the retail category and the Bronze award in the David vs Goliath category in the Effies 2015, organised by The Advertising Club, Mumbai.
Speaking on the awards Radhika Aggarwal, Co-founder and Chief Business Officer, ShopClues.com said, “The ‘Ghar Wapsi’ campaign is an outcome of tremendous brain-storming, ideation and industrious research on the part of the entire ShopClues team. We are all thrilled to have received one of the most coveted awards in the field of marketing communications for this campaign. The fact that the Effies have created a video case study on the initiative as well is truly the most incredible recognition we could have received. This encourages us to continue working towards creating campaigns that not only foster a deeper connection with the audience but make ShopClues a globally-recognised brand.”
Ashish Khazanchi, Managing Partner, Enormous Brands said, “To be presented with an internationally acclaimed award like the APAC Effie is a huge accomplishment for the Enormous team. ShopClues’ introduction of commute commerce to India was a truly revolutionary concept and we’re glad to have partnered with them for the same. We look forward to a mutually successful relationship with the brand and are certain that this felicitation will give us the impetus to create more work that works.”
Organised by Confederation of Asian Advertising Agency Associations (CAAAA) and Tenasia Group, the APAC Effie Awards honour the region’s most outstanding marketing communication works that have proven results in meeting strategic objectives.