Mumbai: JioMart has marked its foray into the competitive e-commerce arena with its new brand campaign – Shopping Aisa, India Jaisa. A high decibel IPL release that positions the brand as India’s home-grown challenger to the big international names.

Tasked with the mission of bringing in the next billion customers into the world of e-commerce, ad agency L&K Saatchi and Saatchi has created a differentiated, ownable space for the JioMart brand. The campaign is based on the insight that shopping in India is more than just shopping, it’s a relationship between a shopkeeper and a customer. A warm, emotional idea distinct from the transactional advertising the category is known for. The campaign has been designed to appeal to both buyers and sellers, and to do so in a way that is intrinsically Indian, inclusive and authentic.

L&K Saatchi and Saatchi joint NCD Kartik Smetacek had this to add, “It’s amazing how breakthrough strategy can reframe a category’s codes. The films infuse warmth and emotion into the world of e-com, which is usually thought of as cold and transactional. It’s exciting to partner JioMart as they carve out a powerful, differentiated identity within the category.”

Speaking on the launch, L&K Saatchi and Saatchi EVP Debarjyo Nandi said, “JioMart is probably the only e-comm brand that can truly own India and Indian-ness and we have looked at some of the many truly Indian stories that exude Indian-ness, sentiment and warmth of relationships.”

The campaign launches with a series of 4 films, each bringing alive a different aspect of the relationship and connecting it with a feature of the JioMart app. It rolls out across TV, digital and print.