Ad Campaigns
Mall wali quality, ShopClues wale prices
MUMBAI: ShopClues, one of India’s largest marketplace, is celebrating its fifth anniversary and it is doing so in an inimitable style between 19 and 26 January. After five years of success, which have seen ShopClues emerge as a prestigious Unicorn in India’s start-up landscape, the company is pulling out all stops to share the jubilation with its enormous and extremely loyal consumer base across the country.
It has unleashed a gamut of deals and discounts on wired products, lifestyle goods and home and kitchen appliances.
To drive home the point that this sale is like nothing else consumers have seen, ShopClues has rolled out a mnemonic with an outstretched palm. This symbolises the number 5 and also the fact that everything else can wait for a shopper who is busy making the best of the retail extravaganza up for grabs only on ShopClues. It has further launched a quirky and absolutely catchy TVC that encapsulates the same idea.
ShopClues head – marketing Harneet Singh said, “We have really come a long way expanding our reach, consumer engagement and offerings to differentiate ourselves in the e-commerce space. We have worked hard with our seller partners to curate best offers, on popular products. With the TVC, we want to encourage more and more of them to make the best of all these jaw-dropping deals and discounts that we have lined up.”
The TVC, christened ‘Punch paanch ka’, shows different characters from a dad, an office goer and a young mother who are too busy to attend to people around them (their children or bosses) because they are so engrossed in the incredible sale. The absolute oblivion of the shoppers to everything else is explained by the voice-over that says, “Deals and prices itne great, sabko bologe wait.” The great selection of the choicest brands and products that will be available at unbelievable prices is illustrated through the ad taglines such as “Mall wali quality, market wale prices”.
Enormous managing partner Ashish Khazanchi said, “Our effort through this film was not only to promote the deals and discounts available on the website, but also to cue in the fifth anniversary.”
The TVC has been conceptualised by Enormous Brands, the creative partner of ShopClues. The creative team at Enormous comprised Ashish Khazanchi, Shailesh Khandeparkar, Ricardo Vaz, Ambika Singhal, Neha Sukumar, Neha Ghag, and Vighnesh G. Whereas, Ajay Verma, Rohit Kumar, and Bharat Gupta did the Account Management. Also, Poonam Raichura and Madhurima Das were responsible for the planning of ‘Punch Panch Ka’ TVC.
Further to increase the lucrativeness of its deals, the platform has tied up with multiple banking institutions and mobile wallet companies to offer additional discounts to its shoppers. ShopClues is offering 10 per cent instant discount on debit and credit card payments from Kotak Mahindra Bank and Standard Chartered Bank. On the other hand, the platform is also providing up to 100 per cent cashback on mobile wallet payments through its partners MobiKwik, Airtel Payments Bank, and Vodafone mPesa.
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.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
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.
