Ad Campaigns
Just Buy launches marketing campaign targeting shopkeepers
MUMBAI: With an aim to empower retailers, e-distributor Just Buy Live has launched a marketing campaign – Just Buy, Ek App, Ek Awaaz, which highlights the brand’s emotional connect with retailers and the challenges they face.
The campaign began with teaser ads comprising four thematic TVCs centre staging challenges faced by small retailers. The week-long teaser campaign culminated with the reveal of Just Buy Live. The TVCs were launched simultaneously on YouTube.
Just Buy Live’s ATL campaign was conceptualised and executed by Ferry Wharf Communications (FWC).
Just Buy Live chairman and CEO Sahil Sani said, “As the world’s first e-distributor we had to resist the temptation of simply announcing: ‘here’s a revolutionary product’. Instead we took a step back and looked at why we came up with Just Buy.”
“Just Buy was born out exasperation with traditional distribution systems that put the retailer, the Aam Dukandaar, at a disadvantage. Add to it the real threat to the Aam Dukandaar’s business because of the discount-scale model of online retailers, and we have a potent combination of status quo (of distribution) colliding with frustration and uncertainty experienced by the Aam Dukandaar,” Sani elaborated.
Just Buy Live co-founder and managing director Bharat Balachandran added, “For me, Just Buy is not only the world’s first e-distributor. It is a movement, a revolution that will give back the Aam Dukandaar his confidence, financially and emotionally. The only difference between a retailer and us is that everyone only seems to care about us. Us as in you and me, the consumers.”
FWC director Theron Carmine said, “In the process of getting a product from the manufacturer to the customer, the most important point is where the customer actually interacts with the product. That point is the retail store and surprisingly, it is the most neglected link in the chain. The average shopkeeper doesn’t understand the online retail model, valuations, funding etc. and is perplexed by the fact that online businesses are making losses and yet have big bucks to spend on advertising campaigns. He is unable to understand this loss-making business model and wonders why it is the darling of the media and those in power.”
Network Media executive VP Nilesh Patil said, “The challenge was to target a segment that had no available media consumption data; we had to go beyond traditional thinking and market information. That’s where learning’s from past market visits came handy. We planned the media with a combination of data, gut feel and experience. The results are validating the approach, with a substantial number of downloads from the moment the reveal happened on TV.”
“When the only thing you know to earn a living is under threat, you feel trapped. This feeling of entrapment triggers a bunch of emotions. Some look outside for help and hope for a messiah, some explore the possibility of violent protests, while others see a conspiracy against them. On the other hand, when the family earnings suffer, the family suffers too. These very emotions have been captured in the TV commercials in both the teaser and reveal phases,” added FWC creative head Deven Sansare.
“The important emotional aspect that the TV campaign explores is the feeling among retailers that they are pitted against forces much larger than them. It is the classic David versus Goliath scenario that is playing out in the retailers’ minds and on the business front. Just Buy is the Aam Dukandaar’s voice, his awaaz. All we have done is given it a loudspeaker,” voiced Sani.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
