Our country is full of amazing beliefs, like this one on the cause of hiccups – you catch a bout of hiccups because someone somewhere is remembering you or taking your name. As crazy as it sounds, it’s the central idea behind ShopClues’ latest campaign ‘O Bhaisaab!’ The ecommerce company is looking to make a point through a quick but heavy dose of humour in the new campaign.
Aimed to promote its ‘Sunday Flea Market’ that sees huge discounts on the online shopping site every Sunday midnight, we see an excited bunch of people discovering products at incredibly low prices, shout out loud with an ‘O Bhaisaab!’ There is this man known as bhai saab and he ends up with hiccups throughout the whole of Sunday!
Conceptualized by Enormous Brands, the minute-long video starts on a Sunday with bhai saab trying miserably to explain his mysterious Sunday hiccups, while hiccups keep interrupting him. He says that the hiccups start right at 12 midnight on a Sunday and continue nonstop throughout the day, because someone is remembering him all the time.
The scene then shifts to other places where the viewer learns the mystery of bhaisaab’s incessant hiccups. People are discovering amazing discounts on the Sunday Flea Market on ShopClues. Every time one of them exclaims in wonder ‘O Bhaisaab!’, our poor man gets a hiccup.
Facebook and Twitter are being used to share about the Sunday Flea Market and the new brand film. A GIF image has been shared on the ShopClues’ Twitter page, while a few social media influencers have shared their tweets on #SundayFleaMarket last Sunday. The campaign hashtag even trended on Sunday.
— ShopClues.com (@ShopClues) November 29, 2015
— Desi Diva (@style_icon13) November 29, 2015
The ‘Sunday Flea Market’ that offers a myriad of products at huge discounts but in limited quantity, has proven to be a game changer for ShopClues as it attracts huge number of visitors on weekends in contrast to other online shopping portals which witness a significant dip in traffic.
“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,” shared Radhika Aggarwal, Co-founder and Chief Business Officer, ShopClues.com in the company press release.
The brand is on a promotional spree for each of its shopping initiatives designed to boost sales during odd times. A few months back, the ecommerce brand had launched the #GharWapsi sale in a bid to boost commute commerce. A playful twist to the politically charged times when ‘ghar wapsi’ determined the clout of the ruling party, the ShopClues’ #GharWapsi sale however offered commuters on their way home, surprise deals on the app across various categories between 6 pm and 9 pm. As per the company, the sale saw a 40% rise in traffic in the first two weeks.
O bhaisaab! is a funny take on hiccups, one that will indeed create mind space for the brand’s Sunday Flea Market. Along with social media influencers, it could also invite its regular Sunday shoppers to share about their incredible buys through the Flea Market, for a truly ‘O bhaisaab!’ moment on social media. Looking forward to the brand’s efforts this coming Sunday.