IndiaMART takes the humour route to highlight its customisation feature

IndiaMART, a leading online marketplace connecting buyers with suppliers, is back with a new digital ad campaign that highlights its unique value proposition of offering customised products to the buyers.

Conceptualised by ‘Bang in the Middle’, the film – #JaisaChahiyeWaisaPaaiye – depicts a hunt for an ‘exotic’ elephant to emphasise on how consumers no longer seek only the easily available in the market. The campaign uses humour and curiosity to strike a chord with the audience and shows India’s largest e-marketplace’s ability to tap into the inexhaustible possibilities of a buyer’s demands.

Sumit Bedi, Vice President – Marketing, IndiaMART, explained, “In the clutter of marketplaces, IndiaMART is the only one offering customised products as per the buyer’s need. Whether it is furniture for your office or handicrafts for home decoror machinery for your factory, we can fulfill any demand because of a strong base of more than 25 lakh sellers. We keep hearing from our buyers about how IndiaMART helps them get products tailored according to their needs and not just run-of-the-mill products. And that is what inspired us to roll out this #JaisaChahiyeWaisaPaaiye campaign.”

Naresh Gupta, Chief Strategy Officer and Managing Partner, Bang in the Middle, commented, “IndiaMART is not the usual brand. It’s a pioneer and thought leader. It is the definitive place where the small business owners come searching for growth and profitability. As a brand, IndiaMART has to build its expertise with the small business owners, and yet come across as a warm and friendly place which powers millions of small businesses across the country. We have ensured that the market sees value in differentiated offerings of the brand.”

Anirban Sen, Executive Creative Director, Bang in the Middle, added here, “For us, the goal was to create a campaign where the extensive advantages offered by the brand get highlighted without dehumanising its image. We have portrayed the benefits of choosing IndiaMART while creating a fun and quirky image, which is synonymous with the brand.”

With technology at the heart of its business, IndiaMART’s success lies in its vision to provide enhanced and improvised solutions that meet market demands. The e-commerce platform has been at the helm of creating a simple but workable B2B ecosystem. A one-stop destination for connecting buyers and sellers, IndiaMART offers customised and full-service offerings.


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