Mumbai: Internet commerce platform Meesho in its latest campaign highlights a budget shopper's eternal dilemma of ‘Loon Ya Na Loon.’ The campaign continues to underline the value proposition of the company’s ‘Sahi Sahi Lagaya Hai’ (the right price) appeal.
Conceptualised by DDB Mudra, the brand campaign features three TVCs that target three different consumer segments - women, men and youths. It is based on the insight that consumers often debate before making any purchase.
The films, directed by Prashant Madan and produced by Srikanth Kumar Kandala & Mayur Patel from The Magic Box production House, showcase the protagonist's journey from contemplation to a no-compromise shopping experience on the e-comm platform.
“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 centered around resolving the ‘Loon Ya Na Loon’ predicament," said Meesho head of growth Megha Agarwal. "At Meesho, we are helping millions fulfill their desires by providing them a wide selection of quality products at the lowest prices.”
The campaign will air on major TV networks such as Star Plus, Colors, Zee TV, Aaj Tak, Sony Max, Zee TV 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 like Assamese, Kannada, Gujarati, Malayalam, Marathi, Oriya, Punjabi and Telugu.
“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 behavioral 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. The result was a breezy yet insightful campaign which we believe will resonate with our target audiences around the country,” said DDB Mudra creative head – West Pallavi Chakravarti.
