MUMBAI: Mobile services marketplace Urbanclap has launched its first TV commercial in association with advertising giant Publicis Ambience.
So far, the marketing strategy for UrbanClap has been digital heavy, with Facebook and Google being the primary channels for tactical marketing, and some amount of Above the Line advertising (ATL) being done on radio. By 2017, UrbanClap endeavours to shift its marketing from being digital heavy to being more above the line.
To communicate its high level of quality and trust among consumers, UrbanClap decided to communicate its vision the company has created this TVC.
Commenting on the launch, UrbanClap co-founder Abhiraj Bhal said, “The launch of UrbanClap's TV advertisement is an important moment in the journey of our 2 year old company. We are transforming the way people utilize these services - from beauty to home repairs, yoga to tutors etc. We are excited to take our brand to the next level with this TVC and hope to scale to greater heights in the near future."
UrbanClap was compelled to associate with Publicis Ambience for its dynamic and creative team that was deeply invested in giving this brand a fine launch. The level of creativity and involvement from each level in the agency gave UrbanClap the confidence it needed prior to being launched for the first time on such a large medium.
Elaborating further on the launch, Publicis Ambience COO Paritosh Srivastava said, “The biggest challenge for a services marketplace in our country is trust and quality. We have used human relations as metaphors to emphasize the quality of our service providers, these relations are endearing and relevant to audiences across strata. We strongly believe this campaign will help create a positive disposition towards UrbanClap.”
Publicis Ambience ECD Jigar Fernandes too said, “We all knew what this launch meant for UrbanClap, because you never get another chance to make a first impression, especially in this great Indian startup mela. Every step of the way we worked together with the good guys at UrbanClap as it was their first TVC experience. It was a fun mix of pressure, responsibility, left brain logic, right brain blabbering, passionate arguments and bro hugs.”
The creative team behind this TVC includes – Jigar Fernandes, Gururaj Rao, Anirudh More, and Abhishek Sawant. The UrbanClap account was managed by Paritosh Srivastava, Atin Wahal, Noorbanu Qureshi, and Kanishka Bhamawat. The filming department includes – Jignesh Maru and Nupur Agarwal (Film team), Radhika Produces Films (RPF) (The production house). The TVC was directed by Suresh Triveni, and produced by Radhika Sawhney.
