Meesho today unveiled its latest campaign, ‘Arrey Waah!,’ which is aimed at the country’s cricket fans. The campaign will air on major television networks like Star Sports Network, Star Plus, Zee Network, Sony Group, Sun TV, Zee Kannada, Asianet, and YouTube, as well as OTT platforms.
The campaign aims to recreate every Indian’s online shopping experience by allowing them to discover a vast, unique, and relevant assortment of products at unbeatable pricing.
The campaign was created with Meesho’s aim in mind: to democratise online commerce for everyone. It highlights the company’s efforts to lower entry barriers, strengthen logistical infrastructure for Tier 2+ markets, and increase the discoverability of hyperlocal businesses and items.
The new campaign, with its convergence of wide variety and reasonable rates, is aimed to attract more people to the platform by providing a sense of excitement and surprise.
The motivation for this campaign, according to Lucky Saini, VP and Head of Brand-Meesho, is Meesho’s objective to democratise internet shopping for everyone in India, as well as the excitement that every buyer feels when they can own what they want.
The IPL is India’s most popular sporting event, and it provides an opportunity to reach a new and broader audience by demonstrating how Meesho is increasing accessibility and improving customers’ online buying experiences.
The campaign’s goal is to create an ‘Arrey Waah’ moment in consumers’ thoughts by presenting the discovery of coveted products at previously unheard-of costs. The advertisement demonstrates how Meesho is addressing the needs of a value-driven, aspirational India.
The entire campaign has been customised to highlight India’s regional peculiarities and so establish resonance among distinct audiences, with a total of 12 videos targeting different consumer segments – men, women, and young adults.
The campaign will be translated into Marathi, Gujarati, Assamese, Telugu, Kannada, Malayalam, Oriya, and Punjabi in addition to the three zonal languages of Hindi, Bengali, and Tamil.
Meesho has set out to pleasure Indians across geographies and social strata in an unprecedented manner, according to Abhijit Avasthi, co-founder of Sideways. They sincerely aim to make e-commerce more accessible to everyone.
We hope that the ‘Arrey Waah!’ campaign will reflect the delight that millions of people will feel as a result of Meesho. He believes that the simplicity, relatability, and level of localization will create a bond with individuals all around the world.
He believes this is the first time a trio of A-list directors – Rajesh Krishnan (Soda Films), Prashant Issar (Tubelight Films), and Ryan Mendonca (Bang Bang) – have come together as a team to collaborate with a brand and an agency on a project of this magnitude.
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