Funding is bringing in the moolah required to invest into advertising and marketing. Now is the time for hyperlocal mobile commerce company, Grofers to rise and shine. The on-demand, hyper local, ecommerce app provides doorstep delivery in just a few clicks for products ranging from groceries, fresh fruits and vegetables to bakery items, cosmetics, pet products and even electronic accessories.
Having started its operations in Delhi NCR, Grofers today operates out of 27 cities throughout India and is looking to expand its product portfolio. Armed with a good ad budget, the brand has launched its debut campaign ‘We Get It’ with Lowe Lintas Mumbai. The idea is to establish Grofers as your neighbourhood shopping app.
The ad film has roped in popular stand-up comedian Jeeveshu Ahluwalia as this debonair and ideal husband every wife wishes her husband to be.
So this wife returns home from work all tired when her husband offers her a glass of water, and asks about her day. Soon she realises to her utter joy that he has bought all the groceries, restocked the fridge and even bought her favourite flowers and shea butter cream.
Then he begins to play music on the newly bought Bluetooth speakers and invites her to dance with him. Just as she begins to sway to the music, she feels something is out of place because of all the noise. She realizes to her dismay that she had only been dreaming, while her husband is making the noise – he is strapped to a weight-loss machine nearby.
While he looks on, oblivious of her reverie, she tells him to order their grocery from the Grofers app. The voiceover at the end introduces the tagline, ‘We Get It’.
On social media, the brand is playing with smart graphic visuals depicting situations where Grofers’ convenience will come handy. A last-minute party. Stuff for your pet. Pests at home. Grofers can get you everything at your doorstep.
— Grofers (@Grofers) September 3, 2015
— Grofers (@Grofers) September 4, 2015
We get it too
Per the press release, the brand would be rolling out 3 additional films of 30 seconds each that would highlight the service features of Grofers. Which is what the norm is for most online and app based companies. One ad film about the app, and a few more to talk about its benefits. Besides, humour and stand-up comedians are also playing an important role to appeal to new age consumers. Read also: Humour Is Tricky But These Indian Brands Got It Right
Mobikwik, the mobile wallet app did it for its campaign ‘More than a wallet’ with a series of hilarious TVCs. Urban Ladder, online furniture and home decor brand roped in pets to do the selling. The brand’s new series of videos feature a smart alec cat, a dog, a cockatoo and a pair of goldfish to talk about the services of the etailer.
Grofers’ ‘We Get It’ has had a good start with the right tone in its advertising and approach on social media. Playing with clever visuals, a dash of humour and a youthful tone adds the urban appeal to the hyperlocal mcommerce app that wants to be our neighbourhood shopping app.