Meesho Alerts Its Transfer Into E-Commerce Massive Leagues With An Advert


In December 2020, social commerce startup Meesho launched its first-ever promoting marketing campaign to encourage entrepreneurship amongst girls. At present, over 70 % of entrepreneurs on Meesho are girls. However, as the corporate migrated from being simply an “earnings era” app to turning into an e-commerce platform, it began focusing on a larger variety of value-seeking shoppers in tier-2 and three cities and smaller cities.

‘Sahi Sahi Lagaya Hain’ is Meesho’s second direct-to-consumer (D2C) marketing campaign and it indicators the model’s shift from the social commerce house to now enjoying within the e-commerce massive leagues.

Altering the script

Based by Vidit Aatrey and Sanjeev Barnwal in December 2015, the Fb-backed firm helps companies attain out to shoppers in additional than 4,500 tier 2 plus cities. In April this yr, the Bengaluru-based agency entered the unicorn membership.
The brand new advert marketing campaign targets “the subsequent 500 million shoppers on the platform who’re interested in on-line purchasing and are nonetheless on the journey of studying easy methods to navigate the net house,” the corporate shared.
These prospects are “curious”, but additionally “cautious” and value-conscious. Meesho’s placing its proposition entrance and centre – an enormous number of merchandise throughout Indian native markets which can be obtainable on the proper costs.

“For the reason that pandemic disrupted the Indian economic system, most Indians are searching for methods to optimize their bills with out compromising their wants,” says Megha Agarwal, vice chairman and basic supervisor progress, Meesho. That holds true for this festive season as effectively.

Festive plans

For the primary time since March 2020, “individuals throughout the nation have a chance to rejoice a semblance of normalcy,” says Agarwal. The model desires to reassure shoppers “that their festive purchasing plans will not be tempered,” says Agarwal, as they may have entry to “high quality unbranded merchandise from a variety of native sellers.” That is the message Meesho desires to get by to prospects within the marketing campaign.

Conceptualized by Mumbai-based promoting company DDB Mudra, ‘Sahi Sahi Lagaya Hain’ will air on main TV networks, along with YouTube and different video streaming platforms. It is a multilingual marketing campaign – Hindi, Tamil, Telugu, Kannada, Malayalam, Bengali, Marathi, Punjabi, and Assamese, with music composed by Sneha Kanwalk and a music by Benny Dayal.

Agarwal additionally hints at different modifications. Meesho is calibrating its model’s “tone of voice to be extra peppy, quirky and energetic to resonate with the regional viewers” because it unlocks extra pin codes within the nation.

First Printed:  IST


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