Bengaluru, India – Meesho, a local internet e-commerce platform, has launched its newest campaign, centred around the message of Loon Ya Na Loon, or the consumer dilemma of choosing one item over the other, and Sahi Sahi Lagaya Hai or the appeal of having the right price on the platform.
In separate 30-second TVCs, we see three different consumer segments – women, men and young adults, where the campaign highlights Meesho’s unmatched value proposition of offering quality products at the lowest prices. In addition, the campaign also tackles the fact that users fulfil multiple desires and for many value-seeking consumers, shopping has become an exercise of choosing one desire over another.
Conceptualised by agency DDB Mudra, the campaign is also focused on showcasing the protagonist’s journey from contemplation to a no-compromise shopping experience on Meesho.
Megha Agarwal, head of growth at Meesho, said, “When consumers want to purchase something they desire, the guilt or need to cut down on other expenses often crop up, making them prioritise one desire over another. The core objective of the campaign is centred around resolving the ‘Loon Ya Na Loon’ predicament. At Meesho, we are helping millions fulfil their desires by providing them a wide selection of quality products at the lowest prices.”
Meanwhile, Pallavi Chakravarti, creative head for West at DDB Mudra, commented that through Meesho’s appeal of putting up the appeal of a right price, the campaign result is a breezy yet insightful campaign which they believe will resonate with their target audiences around the country.
“To buy or not to buy – that is the question. Which bargain-hunting, value-conscious Indian shopper has not hit the pause button and wondered about all the demands on her/his budget, before picking up something? It is this behavioural truth that we played on to land a simple message – Meesho offers prices so low, you’ll never have to choose between one thing or the other again,” Chakravarti said.
The campaign will air on major TV networks such as in addition to YouTube, and OTT platforms. Each film is shot in three zonal master languages – Hindi, Tamil, and Bengali and further amplified in other regional languages.