Ad Campaigns
ShopClues’ new campaign aims at creating experience of market against mall shopping
NEW DELHI: A quirky brand campaign has been launched by the marketing app ShopClues to break the clutter in the realm of e-commerce with its value-for-money shopping experience.
#MallNahiMarket is a 360-degree media campaign, which reinforces ShopClues’ market positioning as a mass brand. The campaign offers shoppers an experience of an Indian street market with competitive pricing and a wide assortment.
ShopClues’ latest TVC depicts a happy Indian shopper who dances to the tunes of “Yeh Mall Nahi Hai, Market Hai, Yeh Good for the Pocket Hai.” This happy-go-lucky character celebrating bargains at ShopClues represents the company’s shoppers who are bargain-hunters and love a bazaar-like experience.
The communication route is meant to strike a chord with ShopClues’ consumers who rely on pricing across the ShopClues website and mobile app.
The TVC illustrates that the ShopClues’ app is perfectly poised to give customers the most authentic market experience online which reiterates its communication – “Market in your Pocket.”
ShopClues plans to roll out three TVCs for its leading categories namely Fashion, Home & Kitchen, and Electronics. The ad films have been created and conceptualised by Mumbai-based Enormous Brands.
As a part of the promotions, ShopClues is also the co-presenting sponsor for the Asia Cup 2016 and will be running its new brand campaign across all channels to maximise visibility.
Talking about the new brand campaign, ShopClues AVP Marketing Nitin Agarwal said, “Through the new ad campaign, our key endeavour is to reinstate ShopClues’ brand positioning as the ultimate marketplace for the value-conscious shoppers. We want to emphasise on replicating the Bazaar-like familiarity & experience on the online and mobile platforms. On our platform customers can expect the biggest product range & price points that remind them of their favourite markets. This USP of our brand is what we wish to drive home through our latest TVCs.”
Enormous Brands managing partner Ashish Khazanchi added, “While shopping at a mall is a concept from the west, shopping at a market isa more culturally-rooted experience for most Indians. To cut through the clutter of online malls, ShopClues has always drawn a parallel to bazaar experiences that appeal to the masses. #MallNahiMarket aims to meet the consumer expectations and does so in a relatable and colloquial tone and manner.”
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.
