Ad Campaigns
ShopClues launches TVC on Sunday Flea Market
The campaign shows how consumers gasp with disbelief when they see the discounts on offer.
MUMBAI: ShopClues has rolled out another witty and engaging TVC to highlight the incredible propositions offered on its Sunday Flea Market. Through the ad film, ShopClues showcases how shoppers gasp with disbelief when they check out the discounts and deals on this exclusive sale property.
The new TVC created and conceptualised by Enormous Brands plays on the popular Indian notion that when someone remembers you, you start hiccupping ceaselessly. The ad film shows a woeful man called “Bhai Sahab” who suffer this fate every Sunday when people around the country see the deals on offer on the Sunday Flea Market and let out the popular expression of surprise in India, “Oh Bhai Sahab.” In a most endearing and relatable way, the TVC illustrates how unbelievable the offers are during this ShopClues property. The core idea is encapsulated in the final message of the creative, “Duniya bhar ka aflatooni samaan, kuch aflatooni rates par.”
Speaking on the campaign, ShopClues.com CBO and co-founder Radhika Aggarwal said, “The ShopClues Sunday Flea Market has been a tremendous success since its launch. It appeals to the common Indian who is used to shopping at delightful price points from local bazaars on specific days of the week. We have emulated this delight on the online platform and through this TVC we want to garner greater mindshare for this one-of-its-kind online flea market. The idea is to get more and more shoppers to check this property out and fulfil all their needs at the best possible prices!”
Enormous Brands managing partner Ashish Khazanchi added, “The Sunday flea market offers unbelievable deals on everyday products. ‘Unbelievable’ being the starting point, we used the exclamation “oh bhai saab” to portray the same. The commercial shows a hapless ‘bhai saab’ hiccuping incessantly on Sundays, when people inadvertently call out his name. We see the kinds of products available, and humorously establish Sunday as SFM day in the minds of the customers.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
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AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
