Meesho Mega Blockbuster Sale
How can we get the Tier 2,3,4 of India to shift their Diwali shopping to Meesho?
CLIENT
Meesho
COMPANY
In-House Creative Team
ROLE
Creative Director, Writer, Spot boy
The Ask:
Get 60 Million Daily Active Users (DAU) on Day 1 of Mega BlockBuster Sale (Meesho’s biggest festive sale) through exciting ‘Bharat’ with discounts of up to 80%!
The Insight:
Indians have dealseeking in their DNA. We apply ‘Saam, daam, dand, bhed’ - literally every hack to find a way to save money. And when we see others save, we can’t help but find out how.
The Idea:
We use India’s most common shock expression, “Aise Kaise” as a way to ask ‘How did you get this deal?’. With India’s biggest comic actor, Kapil Sharma and Tamannah Bhatia, one of India’s most versatile and viral actresses, we recreate an entire festive market where they move from online to offline shopping.
We subsequently highlight 4 other category messages in 15s shorties, and make them a breeze to watch with parody ‘shayaris’ with prodcuts imbedded in the rhyme scheme.
The Result:
>100% DAU Uptick
70 Million+ DAU on day 1
>50% increase in NMV
>50% uptick in CTR on Push Notifications
Here's what we made:
Master Film - Sale Launch
Shortie 1: Home Decor
Shortie 2: Men's Fashion
Film 3: Women's Fashion
Shortie 4: Meesho Mall
Fun Fact
This was Meesho's first big budget campaign written and produced completely in-house. The brad set a pitch between agencies and in-house, and I had the pleasure of leading the in-house writing team to making this happen.
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"Aise Kaise?"
Vidit Aatrey
Founder, Meesho