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Shop CJ releases TVC promoting new look and identity

MUMBAI: Providence Equity-backed Shop CJ has released its first television commercial to convey the company’s new brand identity and tagline ‘Shop a new trend’.

Directed by national award-winner Pradeep Sarkar, the TVC features real-life people sharing their story and proud moment with Shop CJ’s products.

The company claims that the new tagline signifies the company’s product offerings that are in sync with customers’ lifestyles and latest trends.

Shop CJ CEO Kenny Shin says, “We are trying to change the overall perception of the home-shopping industry. Additionally, the TVC rebranding showcases our aim to bring ultra-trendy, durable, innovative, customer-friendly, and cost-effective products to the customers.”

“The television commercial is to convey company’s new philosophy and the name change. We are pushing it aggressively on social media as well,” adds Shop CJ marketing head Donald Kwag.

“Shop CJ had a beautiful vision and a new idea of getting into peoples’ lives, a breadth of fresh air. The objective was not to make it loud, but rather to get into people’s minds very subtly, which has made the commercial endearing. It was wonderful making the commercial or rather the story, not the TVC,” says Sarkar.

The film has been conceptualised by Percept H, an equal joint venture between India’s Percept and Japan’s Hakuhodo. The 30- and 60-second versions of the commercial will air on various channels of Star India network from May 2015. A full 60-second version will be available to view on YouTube.

The channel will spend Rs 150 million on promoting its new identity and positioning.